I don't consider it a meme. Yes, they use passwords, 2FA, and email addresses, but those are all things mainstream users are familiar with and have to use for

I don't consider it a meme. Yes, they use passwords, 2FA, and email addresses, but those are all things mainstream users are familiar with and have to use for any other major service. They are not familiar with the concept of encrypting a wallet or the fact that deleting a wallet can lose you money. Of course you are at risk of something bad happening to Coinbase, but steps like getting insurance are hedges against that. I should point out that when I talk about mainstream users, I'm not so much talking about right now, but in potentially a few years when Coinbase is more of a known institution or existing banks or other parties have jumped into the game. At that point a wallet hosted by Google or something will be a much better bet for most consumers.