Friction, lowest friction tends to win and bitcoin demands friction to run the blockchain. I don't think electronic exchange mechanisms are daft, but I do think the bitcoin model is.
It requires (electrical) power. I don't think this could reasonably be called "friction". When I think "friction", I think of burdens imposed on users. Bitcoin has relatively few of those.
There are about 500 transactions per block; each block contains 25BTC + fees (the fees are negligible at the moment). At the current price of $350/BTC that means that the revenue per transaction is 25*350/500 = $17, which means that the cost per transaction should be around that area. This means that the low transaction fee is actually massively subsidized by the fixed block reward.