All of these quotes are saying to use 2FA (besides security questions, which are a horrible security measure: https://security.stackexchange.com/a/224271/10863

All of these quotes are saying to use 2FA (besides security questions, which are a horrible security measure: https://security.stackexchange.com/a/224271/10863 https://security.stackexchange.com/a/224271/10863). That sounds like a good suggestion, though it costs business because it adds friction. Maybe now that they need to save their reputation, and they're an established business with plenty of customers already, it makes sense for them to add, but a new entrant to the market would simply not do it and I'm not sure whether they can be fully blamed in a competitive market