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Compare to how companies like Google or even Blizzard have deployed and promoted 2FA. Blizzard gives their users in-game incentives to enable it. Twitter has a mobile app and could make it act as a security key via the hardware keystore. No need for users to buy new hardware.
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Their choice to force users to buy specialized hardware to use security keys and to disallow using keys without enabling SMS or TOTP. Needing to input a code is a terrible user experience. It's less convenient in addition to being far less secure. SMS has availability issues too.
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