* Low barrier to entry - Its easy to get people onboarded to, and it doesnt require another identity service (like facebook). * Native Client Support - all of

* Low barrier to entry - Its easy to get people onboarded to, and it doesnt require another identity service (like facebook). * Native Client Support - all of their clients are OS native, and perform quite well compared to their peers. * Desktop and Mobile Parity - the desktop and mobile clients are equal quality, and functionality, which means it works just as well on my desktop as it does on my phone.