[jackson1442]

Is it nanny-ish just because it makes it simpler for end users? Fairly certain most users are not interested in managing their own key sharing infrastructure.

It's built on the same technology as FIDO keys, so if you want to take control of it yourself, just use a hardware key.

[jrm4]

Exactly.

Now, why are they doing it for free? Why take on a huge responsibility for no money, what do they get out of it?

[Scion9066]

If people use this instead of passwords, they get less compromised accounts on their services that they have to deal with.

[ThatPlayer]

Less customer support for dealing with hacked accounts. Same reason places support and even push 2FA, otherwise what is their incentive to support 2FA?

Fortnite even has a free dance that you can only get by enabling 2FA.