A properly made cold wallet or something like a Passport is still the level of storage that people should be directed to, especially those who want to securely store much larger values than a few hundred $ worth of altcoins.
Vast majority of people store altcoins beside bitcoin on their hardware wallets so many will avoid passport for that reason too, and another issue with it is that its not easily available as some other more mainstream wallets like Ledger and Trezor. Add on that a bit higher price (even though ~$200 shouldn't be too much to store thousands of dollars worth of bitcoin) and in the end not many people actually get it. It's true, most people are looking for multicurrency wallets because there are few who only have Bitcoin, which means that hardware wallets that offer such options will continue to be more popular, and also more affordable for the average user. Passport, of course, has a higher price, which for us in Europe is above $250, but there are more than enough resellers and the device can be bought for cash in some countries in our area.
I hope that some of them will offer a discount for Black Friday, and considering the increase in the price of BTC, this could be the best opportunity to buy such a device.