Many of them look beautifully with great looking design, some are thin, some of them have large touch screen...Offering 24/7 support. All that promises convenience, smooth ride and also aesthetics and ergonomics.
All this things you mentioned are not important at all, unless you like to have hardware wallets as collection units.
The question is: where is the catch?
Why are they less popular than say Trezor or ColdCard which are more expensive, less convenient and not very beautifully designed?
There is no catch.
Trezor is the first ever hardware wallet, it is open source and people trust their code, plus they are the only one actually working and improving Bitcoin code.
Ledger on the other hand collected a bunch of money from various investors and they spend a ton on advertising marketing , that is probably why they sold most devices.
I would never buy closed source device like ledger, and some of their devices like model nono X are worst piece of crap ever, and ledger is focused only only of shitcoins.
For example, if you guys were choosing a new wallet now, and came to a shop where all open source hardware wallets are represented, would you purchase an inexpensive convenient beautiful "exotic" wallet? Or would you purchase one of the same wallets you used to consider, like Trezor/Coldcard/Bitbox02 ? Why?
My number one choice would be Passport batch2 by Foundation Devices.
Keystone, Botbox and Trezor and next on the line, but I also like making my own signing devices with Raspberry Pi Zero and ESP32 devices.