Just a few months ago I was arguing on one Croatian forum where bunch of people claimed that bitcoin is too expensive now (price was $12-$13k at that point) and that people who are thinking about buying bitcoin for the first time should wait for the dip that was "about to happen", while I argued that best time to buy bitcoin for the first time is now, no matter the price, and no matter the amount. Since bitcoin price is at the moment >$50,000 it didn't end up well for the those who thought the same.
Then again, asking yourself that question "am I too late to all this" is perfectly normal. I asked myself the same thing when I came back to the crypto in 2017 but I decided to give it a shot and started buying bitcoin.
What I think the "problem" is that people keep hearing the stories like "if you bought $100 worth of bitcoin now you would have xyz millions of dollars" so unless they can make a fortune with a few hundreds of dollars like those early adopters, they think it's pointless.