I’ve found the most challenging concept to help average folks get through is simply self custody of keys. This is the big departure from password-based centralization. I think browser extensions help with this.

It is also the easiest benefit to shill as well. There isn’t a giant database with passwords for companies protect. The attack surface for large account breaches completely changes with key-based identity.

Bitcoin adoption also helps. If I am used to keeping keys for my wallet, my nostr keys is pretty similar.