Privacy, and an unmentioned one, self custody mobile wallet selection and diversity.
I have yet to see one single user friendly, technologically up to date, mobile wallet I can confidently recommend to onboard newcomers.
This also counterproductively diminishes the perceptual difference when they go the custodial route, strengthens coin casino apps, and heightens the "useless and wasting energy narrative". The network needs at least one modern, natively developed, easy to use self custody L1 wallet per major mobile platform.