AOL refused to adopt industry-standard browsers until it was too late. Also, once the ease-of-access was equivalent, the market differentiator was gone.
Remember all the "Free" CDS AOL dumped everywhere?
The attraction was for folks who only had to provide name, address, CC number and go.
Prodigy tried the same schtick, so did CompuServ (IIRC).
I moved to AOL after running up hundreds in Long Distance charges in 90-91. The closest access provider was a guy running a service out of Philly (FishNet, IIRC). There was no access in Lancaster PA except the local AOL number. I needed access for FTP, so I caved.