This is the first time I'm hearing about it, although honestly all the information I get about them comes from this forum - and apparently everyone missed it, or no one considered it something worth mentioning. For those who want to know a little more, there is some information on the official website, but also on some news portals.

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@o_e_l_e_o, as they say, old habits die hard even when we are aware that we should change them. This is exactly what keeps Ledger still in the competition, regardless of all the scandals they produce. As you say yourself, if someone buys BTC and keeps it in something they consider an online crypto bank (CEX), then I'm sure that Ledger can sell them the story that their new service is actually good, and it's also optional.

I hope that a company (or maybe an existing one) will appear that will offer a product that will be safe, attractive and competitively priced in relation to Ledger HW. It always seemed to me that the Ledger Nano S or X models owe their success to their design, which resembles a regular USB stick, and when I was in doubt between the Nano S and the Trezor, I was somehow more attracted to the design made by Ledger.