[bhargav]

I think this approach is fine depending on what your product is and who your users are. One obvious callout is that now your login is tied to the delivery of the email. The article claims passwords are an additional form of friction, but so is going into your email and then clicking on a link. Some people use mailservers which as abysmally slow, and you have also now increased the cost of your product by sending more emails through your provider.

For me personally, the least friction I experience in a site is one that asks me to put a password and a username on registration and login. Subsequently, if I can optionally enable 2FA from the settings/profile page, I am happy. I use a password manager so this allows me to use a given site pretty easily.