For a long time, we wondered when the the "race to zero" would finally be won. Fidelity declared itself the winner with the launch of the Fidelity Zero Total Market Index Fund (FZROX) and the Fidelity Zero International Index Fund (FZILX). In the process, it opened the floodgates for other free products and services.This morning, JPMorgan, which has itself made waves within the ETF industry with the success of the JPMorgan BetaBuilders Japan ETF (BBJP) and the JPMorgan BetaBuilders Canada ETF (BBCA), announced the launch of an investing app that comes with free trades and free access to its investment research platform. Not to be outdone, Vanguard officially debuted commission-free trading on more than 1,800 different ETFs.The industry has been trending towards lower and lower fees for sometime (roughly 80% of ETF flows are currently going towards funds with expense ratios of 0.20% or less). I'd expect that it won't be long until ETF issuers begin launching loss leaders with zero expense ratios and pair them with free trades and other free services to attract customers. Vanguard has been a low cost leader for a long time, but JPMorgan's entry into this battle is unexpected. They've figured out that instead of putting your customers into someone else's low cost ETFs, it's better to just launch your own and put your client money in there instead. BBCA and BBJP have gone from nothing to nearly $3 billion in assets combined in just over a month.If you like paying nothing for your investments, it's a great time to be an ETF investor!