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I don't know if it's a bad comparison: I'm not sure that very many users are ever going to want to pursue self-custody. Whether it's nunchuk, Bitcoin keeper, Liana...or even Bitkey. It seems to me that the masses are much more interested in STRC's 11.5% juice and the "I don't have the balls to take responsibility for my own decisions" kind of folks who are more comfortable with having a brokerage or exchange hold their sats.
The tools for self-custody of bitcoin have gotten so much better and yet I suspect that fewer coins are being held in self-custody (don't have any actual evidence for this, just gut feeling).
Maybe Bitkey will put a dent in this by making it easier. They seem to be doing a lot of thoughtful design work to make self-custody feel safer to people -- but I think they didn't need to make it impossible for users to access their keys.
Ill comparison because those numbers are directly proportional to money and effort going into marketing not because everyone is dying for seedless bitcoin custody. I won't go as far as saying this is an attack (yet) but surely you see the danger in thousands being unable to simply move their seed into some other open source option if need be? This to me seems like yet another way to cajole the masses into a pin that locks from the outside. It's dangerous.