It is actually surprisingly difficult. I have been trying to open a Coinbase account for like two weeks. First week I was stuck in a limbo state where my attempts at adding my visa were stuck (because of a bug on their end - took them long enough to fix, must be interesting being VP of Operations at Coinbase). Now, I have finally added it, but it is in a "pending state" and the verification process is taking too long than it is worth.
How do people do it (buying BTC, or ETH)?