Why More Montanans Trust Their Money to Credit Unions

Appearing on KFBB, a local Montana news station.  The full story can be found at here.

Key quote: “And I think people realize that money is going to benefit the owner of
the banks, not the customers of the banks,” said Kathy Briggs, manager
of Family First Credit Union in Great Falls. “So they turn to a credit
union where the members are the owners, and we’re not trying to
generate an artificially high profit for someone who will never walk
through the doors.”

Question: Are stories like these highlighting the credit union advantage focusing on the value of credit unions or positioning them as the anti-banks?  From a potential member’s perspective, does it matter which initially brings them to the credit union?