This is it. Bitcoin Magazine has an oped today that basically says the same thing. To convince people that Bitcoin is a solution, you need to convince them there's a problem first.

I've been running into this across other topics. I'm visiting my wife's small hometown, and I've been taken aback by people's reactions when I talk about not wanting to put photos of my daughter on social media or preferring to buy organic groceries. They don't want to worry about data privacy (or now AI porn) or what's in their food. It's easier for them to roll their eyes, write me off as an alarmist, and continue on with the status quo.