My view on this is mainly about the UX and the fact everyone in Bitcoinland has a wallet.

Well, yes, but we also have browsers too :) 

I don't want to suggest the problem is unimportant - I'd love it if the world could move beyond passwords. But I have many scars from my time in the Google account swamps. We had a big team, lots of resources and even just getting people to use their phone as a second factor - the simplest second factor possible - was a huge uphill battle that most users just didn't care about. People like passwords. If you can find a way to make something that's better than a password but just as convenient, fantastic! But I don't think Bitcoin addresses are such a thing.