They did not reinvent the wheel here. This is just the SAML 2.0 standard. The only consequence of launching this product is that there is another competitor on the SSO market, which is a good thing I think.
Technically true. But when it comes to writing a website, do you plan to add "SAML 2.0 auth" or "Google SSO, Facebook SSO, Amazon SSO"? I think all need to be configured, tested and debugged, even if they are based on the same communication protocol.
