Options trading is not new or novel at all. Maybe new to you.
I spent years trading options professionally:) Options trading is not a novelty, retail options trading (for the many) still is.
Do you have any numbers regarding retail options trading prior to the arrival of RH?
RH style option trading has obviously gotten a lot of press because of its popularity but away from that investors have been using the buy-write strategy for decades and the options strategy etfs are a big business too.
And I do agree that RH somewhat gamified options trading turning it into gambling. But my view is that options trading should not be like that. People should have appropriate tools so they can clearly understand their risks and use options for hedging and profit boosting.
And speaking of the UK most ppl are still completely unfamiliar with options trading and the benefits of it.. many label it as just another way to gamble, which is a shame..