Self custody and trust are things few really get. It is so rare that we do not have to trust third parties that its a foreign concept. I think most people have more trust in third parties than themselves. This is why I do not think anywhere near a majority of people will self custody their bitcoin. Bitcoin banks will be better than fiat banks. Bitcoin is for everyone but requires responsibility. The masses are lazy. They don't value sovereignty. They don't value freedom. 

kepford

bitcoin_beginners

Exploring the Pros and Cons of Bitcoin ETFs

Rsync25

I think another con of the ETFs that many may overlook is the fact that Grandma and Grandpa may be under the perception they hold bitcoin when in reality they don't hold the underlying. 

It does make it slick and easy to trade in an account they are already very familiar with. 