Are they using these small pieces of hardware that look like a calculator? Something similar is offered by several UK banks (slide your card in, enter code, sign a transaction). Again, not sure if you understand the vast gap between this and the work required to handle a hardware wallet.

As a counterargument: many more complex financial instruments existed for decades now and are not widely adopted because of both the cognitive load and the specialized software needed for participation. Adding hardware to this mix does not seem like a step in the direction of mass adoption.

Just to be clear, I am not saying we should not innovate in this space. On the contrary, the current state of hardware wallets is unacceptable. The only way to make this a viable option is drastic innovation. Just repeating "not your keys, not your crypto" and "get a hardware wallet" is disingenuous.