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If bitcoin is to be broadly useful, it needs a much higher marketcap to provide increased liquidity. Currently it couldn't come close to handling a fraction of the global the remittance volume, not to mention many other applications. For that to happen, it needs to be accessible for a general audience. This audience is not interested in anything but lower cost and ease of use. Like it or not, wallet services are an essential part of serving this audience. Cold wallets, decentralization, multi-signature addresses, pseudo-anonymity, etc., are perks that tech savvy folk can enjoy if bitcoin gains broad adoption.