This is more of the same. The base rule in crypto has always been “not your keys, not your coins” and to keep your recovery seed offline and only enter it with the utmost of caution.
The history of scams is long, requiring periods of societal learning and transition as e.g. credit card, identity fraud, and wire fraud have taken center stage.
Private keys will be something that a certain amount of the population will eventually be required to understand in my estimation, even if simplified as much as can be. The alternative is more middle ground solutions putting ultimate trust in a separate party managing the keys.
There isn’t much use for most first world citizens in maintaining direct control over their digital wealth, so they are best served by staying away or dollar cost averaging a small percentage of their portfolio into an offline wallet. Those who want to experiment with smart contracts can do so with much smaller amounts.
The ability to memorize 12 words and have direct ownership of your wealth anywhere with an Internet connection, independent of any party save those facilitating the network and the one accepting your payment, and the ability to cross a border or transfer to the other side of the globe without seizure, is already tremendously powerful to hundreds of millions of people who lack trustworthy financial services.