[mooreds]

Disclosure, I work for one of Colin's competitors, FusionAuth. :waves:

Well said. The other piece is that it's undifferentiated. I always say "no one ever fills out a login form and says 'wow, that was so beautiful'." It's always a door between where users are and where they want to be, inside your application, doing their job or scrolling cat pictures.

Perfect candidate for choosing a service, imo.