SSO was by far our most expensive feature to support. It was the single largest bucket of support requests and a significant percentage of those requests required an engineer to get on a call with a customer (and their IT team).
We evaluated building better product/tooling to self-serve, but we realized that it likely wouldn’t solve the issue. SSO is security critical, so anytime things go wrong people throw their hands up and say “nope, I’m not the one that’s going to hurt my company”. They really just needed someone on our end to give them confidence.
Don’t get me wrong, we fixed many of the biggest issues - but there’s an endless supply of crap that can go wrong.