[isawczuk]

- Great way to confirm if email address is valid

- People tend to use bad passwords

- People tend to forget passwords (you need to write whole password recovery, etc)

- You always have your smartphone with email close to you

- It's way easier than 2FA with Authenticator and cheaper than SMS

- You limit password sharing for your service

[jonplackett]

This is a great list of reasons it’s better for the provider of the service.

But it isn’t better for the user of the service.