One of the biggest pain point for users in ethereum:
- users don't want to think about ether
- users don't want to think about backing up private keys or seed phrases
- users need to set up 2 factor authentication to be secure
- users want to be able to have a simple identifiable username
- users want to be able to pay for transactions using what they already have on the system, be apple pay, xbox points or even a credit card
- users want to use the same username accross multiple devices in a trustless manner