I don't understand why "you control your investment" is such a selling point. If I put $X in and get $Y out, I don't care whether I "control" it or not. Does the ability to choose between dumping your money into Fund A that pays 7% with 0.1% fee or Fund B that pays 7.1% with a 0.2% fee really make you feel like you're empowered?
All other things being equal, I'd rather not have to control it. One less web site to have to log into to micromanage something that should just be done for me. Let a index fund manager or the government get me my 7%. I really don't care at all.
I guess some people just hate on principle the idea of government doing anything for them, so for them, owning the account gives them a warm fuzzy feeling. I don't get it.