I did a consultancy for a Web3 company (bear with me) last year. The biggest speed bump in their customer journey we identified was the need to set up a non-custodial wallet. While we understood "not your keys, not your coins", most no-coiners just don't care.

We had a whole go-to-market strategy centered around offering a custodial wallet. Then MiCA got introduced, and we had to scrap it all and start from scratch with only a couple weeks till deadline.

Point being, if you want more adoption, meet people where they are. Build Lightning into more apps!