This is exactly a "schlep blindness" problem that a startup could be solving. Deliver a turnkey solution for consumers to store their own coins. Don't make them learn a labyrinthian set of rules, or worry about what's dangerous or what isn't. Protect consumers, and bitcoin adoption will follow. Large-scale bitcoin adoption can't occur until bitcoin is made safe.
Did you hear about the guy who took his macbook into an Apple store for some routine repairs, and one of their employees made off with his 15 BTC? The employee hooked his harddrive up to a different computer, scanned it for a "wallet.dat" file, saw it was unencrypted, and robbed him. Was it dumb of this customer not to be using encryption? Yes. On the other hand, was it dumb of him to be storing so much wealth in bitcoin right now, given how easy it is to lose your money? Objectively, yes.
This isn't an insurmountable problem, but people have to start working on it in order to solve it.