Company: Pick a password.
Company: No, a stronger password.
Company: No, more symbols.
Company: No, not these symbols.
Company: No, your password needs to be longer.
Company: No, your password can't be that long.
Company: No, this is already someone else's password.
Company: We've disabled your account because your IP address changed.
Company: Now create a PIN.
Company: And now 2FA, please.
Company: We recommend an authenticator app.
Company: But you need to give us your phone number to set up 2FA.
Company: It's to make sure you can always recover your account.
Company: Your phone number can also be used to reset your password, or query your username in case you forget it.
Five minutes later
Company: So anyway, someone with a strong Russian accent called and said he was every single user we have, so we helped him restore access to all of his accounts since he's such a good customer.