However! If you have built any product which has gotten traction, you know just how much of a pain auth still is in 2023. It will always be your number one customer service pain point -- either unable to remember the email address your users signed up with so they can't initiate a reset password flow, or not getting an OOB email to start said flow, and so on. Auth in its current state is a complete drain on company time, resources, and money. Extrapolating out, I really wonder what a raw cost of the world's total GDP is taken up by dealing with auth issues.
Any kind of breakthrough here would be such a net benefit to the human race as a whole. Even the half step of OAuth, even with all of its complexity and "did I use Google or Facebook or Apple to sign into this site?", even that reduced friction enough to be such a material benefit to customer service. If we can make signing into a service as easy as unlocking your phone, there would be a huge productivity jump.