I know a few people that got into crypto last cycle. Some that bought pretty significant amounts. Not a single one did self custody. Its not even a thought that crosses their minds from what I gather. I offered to help one and he had no interest.

Not because its too hard. Its not like they were trying to do it and were scared. They just didn't care enough to even investigate it. Most people with means or even a decent retirement plan have investment accounts with work. The level of friction to get "crypto exposure" in that known system that they think is pretty secure is near zero.

No way you make anything self-custody like that. Its a dumb target IMO. The tech / apps / hardware will improve but this isn't something wrong with bitcoin IMO.