Hardware wallets are devices like all other devices and if you don't improve in this space than your device will die sooner or later.
They can first work to improve their websites and procedure for ordering wallets while keeping customer privacy and reducing leaks, that means doing everything opposite from what ledger is doing.
Hardware wallets should be Open Source like Bitcoin is, and not hidden behind some secret NDA agreements and some unknown microchips and closed source code.
I am not saying secure elements are bad, but they can be weak link if they are not open source and transparent.
Safepal wallet for example stole GPL code and made it closed source, and they are using unknown secure element so I would not trust them.
Cobo wallet is open source but they are hiding what secure element they use, and ledger hides behind their precious NDA and closed source code.
Trezor wallet is not secure if you don't use passphrase, but I hear they are working on their own open source secure element and I support that but we are going to wait few years to see this.