It's a result of having no other options. It seems like 80% of websites suck in one way or another to the point where it's refreshing and impressive when a company's website actually meets your needs. "Oh my god! Look at that! I can actually click "remember this next time" and that actually works!" "What??! I can tab through this form in correct order and actually use my keyboard to select my DOB?" "Oh my god, that actually filled in information for me based on the account that I'm logged into? What is this? 2080?!"