SSO also costs many companies a few hundred thousand dollars to implement. Not everyone is using AWS cognito or auth0, and thus has to add on SSO to an existin

SSO also costs many companies a few hundred thousand dollars to implement. Not everyone is using AWS cognito or auth0, and thus has to add on SSO to an existing authentication method. Even if you are using Cognito or Auth0, its still annoying to implement in their systems, and THEY charge you additional for it as well. Add on to that its a clear segment of customers, it really makes sense to charge more for it.