I understand that it's "social" for specific reasons (content discovery, distributed authoring, re-using the communication platform for discussions, etc) but the mandatory social login really is a high bar for people looking at it for the first time who are unable or unwilling to log in to one of the big ad^Wsocial networks. (There was a discussion on HN -
https://news.ycombinator.com/item?id=5408735 - about the effect, and about alternative approaches, aptly named "Users don't like social login.")