The major part of the people going for a hardware wallet, don't even know anything about the product they are buying aside from their assumption that it is the safest possible way of storing coins. If they see a discount somewhere on whatever vague site, they will likely fall for it and lose their funds as result. My first hardware wallet was a Trezor that I bought from the original source, and even then it took me like 2 weeks before I actually used it. I was too paranoid initially, and just decided to 'only' store 1 BTC for testing purposes, just to see what happens. I waited probably a whole month before gaining enough confidence to use it as cold wallet storage for 50% of my holdings. After that I bought a Nano Ledger to store the other 50% of my holdings. I still don't trust both hardware completely, and maybe never will, and maybe that's a good thing -- being too easy of believe in something to function flawlessly is never a good thing in the tech world.