Zeus (self-custody, privacy), Phoenix (self-custody), Liquid (federated, but high privacy), Ecash (privacy), Robosats (on the way to self-custody, federated), Bisq (self-custody), and so on and so forth.
I think that’s normal. A more progressive minority pushes the whole field forward. Only commies live in a world where everyone is equal and equally stupid.
The questions I would ask myself are: Is this bad for bitcoin? I don’t think it cares. Same way the internet doesn’t care about Google. Can the ETF/NGU people manipulate bitcoin price? Yes, either by a small percentage or for a short period of time. Long-term it’s impossible. Can they control it? No, it’s a game of three: miners, users, node runners. Is it bad that some people want only NGU? No, it’s probably the best way for a random normie to get orange pilled.