I think the "magic link" (a.k.a passwordless) method of authentication is actually great for the average user, particularly as many (most?) of them will be on mobile, where passwords are an absolutely pain. They're also useful as you don't have to use email, you can instead send out the link via SMS, WhatsApp etc. which can drive people to mobile (if that's what you want).

That said, here on HN you will probably get a different response, as people here are generally power-users and much more privacy and security aware (not a bad thing). There was a good discussion on this yesterday:

https://news.ycombinator.com/item?id=32080540

I'd be interested to hear the security argument for or against magic links.