[vishnugupta]

> $1.50/user may sound outrageously expensive at first, but having seen all the engineering power it takes to build something like this at Uber...it's a totally fair price.

I observed other teams struggle to build and have tackled challenges posed by identity, 1.5$/user is terrific price. Handling PII data in itself is a rabbit hole of engineering, product, and regulatory challenges. Let alone creating unique identities, matching, and what not.