Yeah, the cost gets super important. Once upon a time, our company considered using Auth0. Then we noticed that you have to pay nearly 25 cents per active use

Yeah, the cost gets super important. Once upon a time, our company considered using Auth0. Then we noticed that you have to pay nearly 25 cents per active user per month. I can possibly see the value for B2B, but if you're B2C good luck dealing with an extra 25 cents cut from your margins for every single user you have, paying or not.