If you dont remember sso was sold as a panacea, and there was a lot of lip service to it. Whether you believe it is or is not matters less than what the industry promised.

So selling this fundamental, foundational security service as a top tier premium value add is disingenuous, and either deceitful or greedy.

And frankly if you're overly cynical about it; it's a lot like streaming in the sense of why am i forced to pay 10 vendors for the same library? There's a data ownership issue, why am i forced to let them own my user data on their cloud unless i pay for the privilege of owning my own data?