This was basically the same reasoning we used when selling RSA SecurID tokens in 2001. Passwords, as well as being a security risk, are a pain to manage. There’s another reason why ‘Big Tech’ want you to ditch passwords, it’s to lock you in to their Identity and Access Management (IAM) systems. IAMs are incredibly sticky so lock users into one eco-system. I deliberately try to keep using more than one IAM provider (I have Apple, Google, Microsoft and others) but that becomes a pain as well…:
[…] “Our research has shown that the average fully loaded cost of a help desk call to reset a password is anywhere between $40 or $50 per call,” says Merritt Maxim, vice president and research director at Forrester.
“Generally speaking, a typical employee contacts a help desk somewhere between 6 and 10 times a year on password related issues,” Maxim said. “So if you just do the simple multiplication of six to 10 times, times 50 dollars per call, times number of employees, in your organization, you’re talking significantly hundreds of thousands of dollars or even potentially millions of dollars a year.”