[kevsim]

Fully agree. I've had the opportunity to work on identity at 2 former employers. We tried to push things in this direction as part of exploration work including discussions with Mozilla around Persona and much more. Unfortunately every time, we met a fairly insurmountable problem - most users just don't get it, and even if they get it, they don't care.

I agree this is where things need to move, but we need to make it so simple that users who don't care can still use it and those who do can get the most out of it.