This is not what they want. They want to a) ensure passwords/accounts aren't being shared to ensure a single account is tied to a single user. They want this for all apps so they can recognize revenue for every user. b) They want more information on you as a user (as opposed to your family member on the same account). The wet dream is per-device, per-user profiles. Possibly even different [additional] costs for each attached device.
That is their goal. Big Tech all want this. That it increase friction to migrate is a side benefit (honestly not so much more than with passwords now). That it happens to benefit users is the lure to draw you in.