[remyp]

This happens when customer support spends too much time on password resets. As soon as someone in CS says "we need to hire another person, too many password resets" you get magic links. Bad number go down, good number go up.

It's really easy for us nerds to write off how confusing, cumbersome, and frustrating passwords are for most people.

[thuanao]

It doesn't need to be either or. "Forgot your password" could link to the magic link flow.