Agreed - I've seen the same result in my current company. The only real objection raised is from a technical pedant who argues that we're trusting identity and

Agreed - I've seen the same result in my current company. The only real objection raised is from a technical pedant who argues that we're trusting identity and so we shouldn't call in _Zero_ Trust. He's almost deliberately missing the point though. Our users, on the other hand, are not making any real noise about it because from their point of view it's the natural extension of SSO (from the point of view of that being the only bit that they will interact with in any meaningful way) and that was something that reduced friction for them too. We've not suffered from the name really, to be honest.