You do realize that many of the "companies" to which you are directing this will likely never see it here, because they likely don't read HN. With that said, y

You do realize that many of the "companies" to which you are directing this will likely never see it here, because they likely don't read HN. With that said, you are also not viewing the issue holistically. There is an 'incentive' for these companies to roll their own apps. Those same apps. allow them to track, monitor, advertise to, and otherwise monetize their customers and/or their customers metadata. Yes, likely very shady, but also likely allowed by those same customers because the "do you agree to our terms" page up front did include those terms, albeit in dense, small print, legalese, and the customer pressed "agree" or "yes". So you will also need some argument to convince these same companies to forgo the ready revenue stream they see forming from these apps when trying to convince them to go with an industry standard such as U2F or TOTP.