Earlier quoted context omitted.
'Ugh, this site forces me to remember this shitty password, Guess I'll go to the competitor' This kind of friction is exactly what troy is talking about.
As opposed to "Oh, they want a password? I guess I'll use the same one I use for every other website." I agree that the business makes the decision, growth is the top priority and friction reduces growth, but in reality this is how most of the world already works. If you rent a hotel room you don't get to provide your own key and if you lose their key then you must prove who you are to get another one issued. In the…
There is significant friction involved in memorizing a long password. So no, it's not "how most of the world already works".