[ToFundorNot]

Or you can build your own pc from open market components, or maybe build your own components by designing your own pcb and sourcing the chips, and write your own drivers, or... etc.

Some people don't want to roll their own. You may, or may not agree with the concept of a fully managed solution, but for any non technical user, they want it to (borrow a phrase) "just work".

It's the majority of the addressable market.

[marmaduke]

Even as a dev and ops engineer, or especially so perhaps, I want passwords to just work. Sure I could write my own but why.

[gtf21]

Couldn't agree more -- I have limited time in my life, time I don't want to spend maintaining absolutely every service I use. Very happy to pay someone else to build good software and make the pain go away.