Right now, on layer 2, you can transact for a $0.01 fee no matter the size of the transaction. I’m not a Visa expert but from what I understand they take a percentage of the transaction. Visa could lower their fees but I see that as a win-win. They faced competition and either way consumers win.
Granted if Eth exploded in popularity the fees would go up potentially 10x. However there are upgrades on the way to lower fees even further. Namely danksharding (excuse the silly name).
Things like UX, and fraudulent transactions are much harder. However UX can get better and there are actually things we can do about fraudulent transactions. A Visa competitor could build their own smart wallet where the financial institution has keys to the wallet as well as users. This would allow them to administer the wallet for the user similarly to current bank accounts.
A competitors could also create their own layer 2 which would only confirm transactions on the main ethereum network after X amount of time. This would allow the company to revert fraudulent transactions within that time window.