I use it for exactly one purpose: authorizing the "ghosting" of a customer account. ("Log in as this user.") Putting that behind SSH means that anyone authorizing a ghosting has both a blessed SSH key and the password to it. Even rooting my session on our admin app, via reflected XSS or stealing my unlocked laptop out of my hands, doesn't get you that. (Our admin app, by design, is less-than-all-powerful. A malicious admin session could do a heck of a lot of damage to our business but, critically, would be unable to access personally identifying data about customers' clients.)