I think you’re right that it’s still simple, but what’s lacking is a “follow these exact steps” guide. People don’t want to think too much about it, they just want to throw money at crypto.
Something like:
1. Buy X hardware wallet
2. Open account at X bank, store seed phrase in the vault. If your house burns down, your money is safe.
3. Here’s exactly how to use the hardware wallet for all common operations. Do this (and nothing else), and your money is safe.
If it was wrapped up in a nice package with a pretty red bow on it, people would buy into it. But I’d say I’m more crypto-inclined than most tech people, yet I’m still nervous. I was already burned by Gox and not eager to repeat that, so Coinbase is out. Which leaves hardware wallets, which I know nothing about.