Self-hosted Wordpress requires a lot of setup for non-technical users. They need to:

- select a web host and set up an account

- use cPanel or some other tool with an ancient, confusing GUI to install WP on the server

- set up their MySQL and WP login passwords. Which in addition to the web host account, means they need to have 3 sets of logins to do one thing.

and that's not even mentioning the security or functionality issues they may face if they don't set up backups, or decide to fill the site with plugins to accomplish basic functionality that WP doesn't provide.