The reality is, though, it's never been easier than it is today to build secure auth - yes, it's still hard to do it right - but less hard than it ever has been before. So many security features are now a checkbox on a cloud provider's web interface that would have been a manual implementation of the underlying protocol a decade ago. So many languages have matured battle-tested OS libraries for handling the especially sensitive parts like crypto.
This notion that it is a "no-brainer" decision to happily trade your customer database and a % of revenue to remove the burden of stewardship seems crazy to me.