What I like most is that they position themselves as a utility for one's app. I don't have to worry about them trying to impose their branding on my customers a

What I like most is that they position themselves as a utility for one's app. I don't have to worry about them trying to impose their branding on my customers and it's one less thing to worry about, which is especially nice as it's a service that most companies did not automate before I imagine.