Exactly. Part of the annoyance of passwords is due to the loss of perspective that comes with running a business, SAAS offering etc: you, the owner, may think it's a big deal, but if there are no credit cards involved, the databases of most websites don't contain anything the users really care about. In fact the most sensitive thing they probably hold is the password / hash thereof, because they force people (inappropriately) to use strong and therefore valuable passwords.