Well for a start, not set you into a loop telling you to use your phone to log-in if you've lost your phone. I mean, even a paid-for, ad hoc ticketing system (

Well for a start, not set you into a loop telling you to use your phone to log-in if you've lost your phone. I mean, even a paid-for, ad hoc ticketing system (e.g. if you need a reset on your account, pay $10 and create a ticket; no need to have an enterprise subscription in advance) would be better than what we have currently. But financial institutions solve for this all the time when people forget their online banking details or their phone breaks for 2FA. It probably costs them a far amount in customer services support, but they suck it up as the cost of doing business (probably because they legally have to). Whereas Google just foregoes it entirely.