Based on a lot of the comments I've read on Ledger's subreddit, I think you're right about the pervasive ignorance--and it's not only absolutely astounding ignorance but utter indifference to the truth of what Ledger did when they introduced the recover feature.
There are also those who think that this feature is actually positive, because insurance is still insurance, no matter how stupid and risky it seems in this case. On this forum, we can write
"not your keys, not your coins" to the point of unconsciousness, but the average investor in Bitcoin has not gone beyond what every bank offers him in his thinking.
You open an account, get a bank card and PIN, and any damage caused by hacking/theft of the card will be compensated by the bank - just as savings deposits in banks (at least in most of the EU) are insured up to EUR 100 000.
I wouldn't bet that nothing can kill them, though. Sometimes corporate decline takes a while, and if Ledger's management keeps making boneheaded decisions like they have been, it's only a matter of time before they go under. It's too bad, too. I always loved the Nano X, and now mine's in a landfill somewhere.
Maybe it is like that in the US, but here we are talking about a company that is in the EU and where things are a little different. When we look back at everything that has happened around Ledger up to today, not a single company has appeared that would seriously compete with Ledger in any sense, whether it is about prices, marketing or something else.