Security! It's still too easy to actually scam people out of their money. There has to be simple way for people to protect their Bitcoin without having a degree in cryptography. People are gullible and easily manipulated, too.
I have to agree here. I fully understand that people need to be responsible for their own money (just like with cash), but I think security and the risk of theft is one of the major things that steers a lot of people away from cryptos...