Congratulations on being a better Internet user that the rest of the world! You are clearly very proud.
For the vast majority of people, their SaaS email (in most cases probably a Gmail account) is in fact their primary identity on the Internet, and that's not going to change because they wouldn't even know where to start looking for other options.
Before you say "that's their own fault for not knowing better", I would ask you: did you get your own medical degree so that you can handle all your own medical problems? What about a car? Did you build your own car? Do you have a law degree? Do you grow all your own food? Are you a licensed electrician? How about a food safety engineer? An architect? No? So you rely on established and proven products, systems and service providers for these things? Of course you do, because that's how society works.
Technology folks often forget that we happen to have specialized in a field that is now dominant and pervasive in everyday life, so we "get it" more than most, but that's not the case, sometimes not even an option, for most people..