My friends are "buying" Bitcoin through Revolut now, they say it's much easier than having to learn everything about wallet creation and how the system works - and this is how the average person thinks.
Revolut is definitely the most odious route so far and I'll bet others are eyeing it closely.
I wonder whether doing something similar has been discussed at Coinbase. It would certainly cure a lot of head aches for them. Most here of course would squeak with indignation but I wonder what the majority of their customers would think.
Perhaps they'll further divide Coinbase, Coinbase Pro and the custodial side of things.