I think a big part of the problem here is that the vast majority of the time, nobody wants to pay for security. The end result is that you end up with 2 kinds o

I think a big part of the problem here is that the vast majority of the time, nobody wants to pay for security. The end result is that you end up with 2 kinds of players in this market: - "small" players like Mozzila who don't have a big enough marketing budget or leverage from existing products to drive adoption. - large companies who are willing to throw large sums of money into this with the goal of monopolizing auth, and using that monopoly to manipulate related markets. In the non-Apple cases (Google, Facebook, Microsoft), it also involves collecting data on users for ad targetting.