Sam Bankman-Fried is the most efficiency promoter of "not your key not your coin" (nyknyc).
Considering the huge cost of this advertising, he could have been doing even a much better than just advertise not-your-keys-not-your-coins.
Interesting though that all the centralized businesses that have crashed in 2022 could have been the signal for not-your-keys-not-your-coins, still they were ignored.
I think that FTX crash has touched the "threshold" for people's fear and this is why people started acting more effectively. So SBF alone may have done nothing if there wouldn't have been Luna, Celsius and the rest.