I don't see any benefit compared with other crypto debit/credit card, so i doubt this product will be popular. New user is more likely to use card from more popular company (e.g. Binance) while veteran user would use card which already ready to use.
Well, in case of Ledger card your crypto will be on your hardware wallet and not on the exchange. For me that's a pretty big advantage, given that their fees and ease of use remains the same as with Binance card.
I don't know what terms and fees they will offer and if that is better than binance card, but it's red alert for me to connect anything like this with cold wallets.
If I ever decide to try their card, I certainly won't connect my main cold wallet. Instead, I will simply get another Ledger and send the funds I plan to spend there, like I am doing now with Binance.