I saw this passing by a lot of times, but either I misunderstand the pricing or it is indeed 'enterprise' pricing. Because even small sites I launched have easily 10s of 1000s of users and some have had millions => I cannot see this pricing work at all on any of those without me closing the doors (having margins that are just too small or just making losses) vs making a really good living.

I have found Cognito to be a similar enough, if not more quirky, offering, but at a fraction of the cost. Auth0 is just too expensive.

Love it, used it, mildly dislike the pricing.

But generally I'm of the opinion that auth tightly integrated into the platform has a lot of advantages. My dream is to avoid (almost) all glue between my components, I think Firebase became successful in big part because of that.