Spot. On.
“I don’t want to log in to your website”
https://www.theverge.com/2023/2/28/23618804/google-facebook-login-ads-web-design-hell
“I am just going to point out something obvious: not reading is easier than reading — and *way easier* than logging in.”
“I don’t want to log in to do a search. If I wanted to log in, I would.”
“if I have clicked into a newsletter on the web, blocking my view of the thing I’m trying to read with a subscription pop-up isn’t going to make me more likely to subscribe.”