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Authentication Services

With the ever increasing number of sites that want authentication, what do you do?
The choices usually include Facebook, Google and now Apple. Which one would you trust? How does it actually work when you allow a third party site to authenticate with something like Facebook?
In a short video from the Wall Street Journal found at WSJ Article it gives a reasonable run-down of the pros and cons. The title sort of gives it away "Why ‘Sign in With Apple’ Beats Passwords and Facebook".

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