> why be different Because, although everyone understands passwords, they have security and customer experience issues: - Users choose easily guessed password

> why be different Because, although everyone understands passwords, they have security and customer experience issues: - Users choose easily guessed passwords and get hacked. - They use the same passwords on multiple services and get hacked. - They forget passwords, requiring an email reset, so they need to access their email anyway. - The service doesn't need to store and manage passwords. Every authentication method involves tradeoffs, and the service has to decide which set of tradeoffs they prefer. Personally, I prefer passwordless logins, but I understand why they're annoying for some.