Avg. Jose doesn't yet care about full nodes because he's never heard of Bitcoin, and Bitcoin hasn't yet closed the loop w/r/t fiat exclusion.
In Marketing 101, the chicken-and-egg problem is an example of what to NOT do.
The infrastructure needed to onboard Avg. Jose, such as Lightning/Sidechains/linear UXTO scaling, is still in the vapor R&D stagealready exists waiting in the wings to be switched on and goes by the names of Coinbase, Circle, Paypal, etc.