Sadly, at least for now retail is people who buy etfs. That's all the new retail that came into the market. I don't like it either but it is what it is.

Hopefully some learn and eventually decide to hold their own keys. It takes time for some people. A friend of mine here in Canada owned the Canadian bitcoin etf since it launched early 2021. It took me almost 3 years to convince him to buy real bitcoin and hold his own keys.