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Yes. This.
As the remaining 99% of the world's population discovers Bitcoin, we really need their on-ramp to be non-custodial solutions INSTEAD of the usual Geminis and Coinbases of the world. This is where too many people start.
I'm encouraged by new tools like Mutiny Wallet which are both non-custodial AND non-dependent on centrally controlled distribution platforms. We need also more P2P marketplaces that cannot be interfered with.