Exactly, now you see. The exchanges are also the enemy. Bisq is a start at trying to make something like Local Bitcoins WITHOUT a central authority. Coins that aren't centralized in a single location can't be stolen in the first place. Hence "Not your keys not your coins". People should take control of your coins, but that's difficult in practice. In this regard, the Bitcoin doesn't actually need new users--it just needs the users in the ecosystem that understand this. However, every halving there is a bull cycle that leads to the same ways that people lose money (exchange insolvency, loss of money on shitcoin speculation, exchange hacks). But, exchanges, who do all of the advertising in the space, don't want you to even think about that. At best, they think they actually have control and drink their own kool-aide.