[strictnein]

Imagine the multiple ways a customer interacts with a large retailer. It won't always be through a specific browser tied to a Google/etc account. They'll likely order things through their work computer, home computer, phone browser, retail app, etc. The common account between those all will likely be the retail store's account, not a Google/etc account.

At a certain scale, any reduction of friction results in $xx million in increased sales.