"it guarantees to the site owner that the user cannot be phished"
Well gee how nice for the site owner.
Problem is my priorities are my absolute ability to never lose my most critical assets through some means outside my control, not the site's convenience.
It was ok to use imperfect systems back in the days when the bank and the store and even the government all had a desk a mile away you could go to in person and get anything cleared up and override all possible "usually it works like this" with your physical presense an drivers licence and birth certificate or simply 5 people who all attest they know you.
We no longer have that ultimate backup plan, so really F anyone's attempt to justify basically tricking people into doing something unwise that puts them at actually greater risk because their life is less under their own control, and doing this under the very banner of claiming to care about the users safety!
It's freaking amazing.