"I forgot my username/password" is an immense burden on a small company. You end up having to make horrible tradeoffs between privacy and convenience (how do you really verify that this user is really this person?) and end up with a serious support issue for a product that might otherwise not generate much support email at all. To be clear: even if it costs half your conversion rate, it may be valuable, at least unti…
Automated password resets are a solved problem. Either email a new pw or reset link to a known address, or authenticate with "secret questions". Both have their problems, but no small company should waste support time when established techniques are available.
When you get users e-mailing you, incredibly angry, insisting that you help them because they are spending $X at your website and they can't even log in, you realize you can't pretend that these fully automated solutions work for normal people.
Hell, if you want to know real pain: normal users don't even have a single Gmail account, so my #1 support issue is actually users who log into my site with the wrong single-sign-on account and then get angry that none of their stuff is there anymore.