The revealed-preference marginal value of privacy/security/data portability for median users is really really low. This might be the biggest blocker of protocol tech (I’m now using protocol instead of blockchain, crypto, web3, web5… it seems the most accurate category descriptor)

Delver at contraptions.venkateshrao.com, running summerofprotocols.com, host of /gloom ☀️

The corollary is they don't want to be made to think, i.e. anything that gets in their way of achieving desired outcomes (e.g. cat videos, rage porn, thirsting, etc) is going to be a big turn off. I think some friction can be good tho, it weeds out the NPCs and keeps the well clean.