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I haven't had direct experience with Azure B2C, why is it awful?

Laborious, confusing, error-prone and extremely extensively but poorly documented.

Do yourself a favor and stay away from it.

Azure is awful in general. Microsoft can't even copy other clouds efficiently.

In my admittedly limited experience it is “alright”, and their sales people don’t pretend that it’s magic like the AWS sales people do.

Honestly I’m so unimpressed with AWS that I find it hard to say Azure is terrible, because the bar for terrible is set much lower.