My own answers for "why" here things like the incentives of middle managers to always be adding bullet point features (eg 2FA most places), the more of your effort something takes up the less time you can spend on competing options (eg bloated shopping websites that take 10 seconds to load each page), the ever-present desire to siphon more surveillance data from your personal devices, etc.
My own response is to withdraw from these types of businesses where I can, avoid high-touch "services" that want to own the experience (ie be able to arbitrarily change them) in favor of libre software and my own digital software/systems/infrastructure, and generally accept being a "weirdo" for customer service people when I don't accept answers like "just install our app!". It helps to understand how these systems work too, like for shipping item returns rather than ever logging into the website from my phone (lol) I just save off the QR code image and send it into a Matrix chat, which is available on my phone. While the dynamic is unavoidable, solutions are there for many of these problems but it takes deliberate effort to push back against manufactured complexity.
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