So basically, they just want to earn from their clients buying Bitcoin without actually holding any Bitcoin themselves.
Honestly, it might be better for clients to just buy directly from exchanges and learn how to secure their assets properly. Banks aren’t really that helpful when it comes to Bitcoin investing. All they do is act as a bridge for traceable transactions and once that’s done, they collect their fees and call it a day.

This is just another ETF thing..
JPMorgan will offer clients access to Bitcoin exchange-traded funds (ETFs)
They are just talking out of pride. If they don't want to be associated with Bitcoin, they should simply avoid anything that's linked to Bitcoin. Does it even make sense that they will only allow their customers to buy Bitcoins through their bank but won't hodl any for themselves?
I see JPMorgan and his group of like minds admiring Bitcoin from afar and would love to be actively involved with it, but are too proud to admit that they've been wrong all along. Give them a few more years, and they would be accumulating some Bitcoins for themselves. If Trump could turn around to see some potential in Bitcoin, then anyone could..