Unfortunately, that accounts for about 90% of the population! I think early adopters (anybody who has bought BTC and held at any time in the last 15 years) forget how contrarian we are. The best we can hope for is that most noobies who buy BTC will progress from initially leaving their BTC on an exchange, to moving most of it to hot wallet self custody. Some will eventually get to cold storage, but whether we like it or not, that will be a bridge too far for more people than you think.