• Every single concept, with self custody bitcoin, is new. From even the idea of digital scarcity, to seed phrases, to the block chain - it's all new. And the explanations/tutorials are out there, but very scattered.
• Lots of people - the majority, I think - are just very bad with tech. Even just learning new software is a barrier.

The more convinced you are that bitcoin is the answer, the more you're willing to push through barriers, and self custody bitcoin.

But if you're a lot less convinced, it just seems like far too much work and risk.