When accounts get hacked, the company is almost always blamed (in both the user’s and the public’s mind), even if they had nothing to do with it (the user was reusing a password from another site that got hacked). So there’s almost no choice but to require it, else they face a large reputational risk.
I find it odd you need to enter it so many times every day. Most sites allow you to “trust this browser” for some period of time. Are you clearing cookies all the time? Sounds like you might be making it worse due to some other habits.