Hard pulls mean nothing in the grand scheme of things. After a certain point you don't even take a score hit from them anymore (ask me how many accounts I opened in a year to know that) and before that it's like 5-10 points, a blip on the radar that's largely inconsequential.
The only time people should be worried about hard pulls is if they're buying a house or financing a car in the next year since those scores are more sensitive to credit seeking than FICO 8, 9, and 10 are. For everyone else, finances over FICO.