It's a lot simpler to implement (just one flow instead of signin / signup / forgot), less catastrophic when your data is breached, piggybacks on the significant amount of work that already goes into securing email, gives you 90% of the benefits of 2FA / FIDO / Web Authn / whatever for free with 0 implementation cost, makes account sharing harder (good for business), and is easy to extend/replace with oAuth for specific domains.