Did not know Balena Etcher. Looks good - 1, 2, 3, professional-looking site.
But IMO even this is too involved. After all, by comparison, installing Windows is “Step 1. It’s done!”
Let’s say I know nothing about, say, Ubuntu, except that a techie friend told me to “have a go, it’s easy!” Well, personally I am going to want Ubuntu to do everything. I should not need to download stuff from random third-party sites that my friend never mentioned.
Basically, IMO there needs to be a FOSS clone of this Balena Etcher tool, which all the distros can rebrand and reskin as necessary. Then step 1 of “Install” is a native experience, just it is on the corporate OSes.
Maybe one of the slicker distros already does it, perhaps Pop_OS. If so, they deserve all the new users.