[supertrope]

The problem is customer support load. Also what does the company do about those without a smartphone? No smartphone no service? This is why businesses peg account authentication to phone numbers. It offloads IAM overhead to phone companies.

[pdntspa]

Who cares. Spend the money on customer service people then. Companies don't need all the profits they make and investors dont need their 10000x returns when 9900x will do just fine.

[supertrope]

Here we are on a website centered on an industry that has "solved" customer support by having zero live support. It's RTFM (or FAQ). Sometimes even paying customers get this treatment.