Auth0 is basically a login feature. 1password is a password manager - you could define that as a feature. I don't know how well companies like these are doing

Auth0 is basically a login feature. 1password is a password manager - you could define that as a feature. I don't know how well companies like these are doing, but it seems that some people manage to create a business around "a feature". Perhaps it's more risky than other avenues, but hey, if you can make it work, if you can get customers and have them pay for your rent, then go nuts.