That's not true. We are a tiny company (~10 ppl), but SAML, OIDC (or GSSAPI or Radius, if really necessary) support are a deal-breaker for anything we use.
We used to have separate accounts for everything we had. It became a drag, we had to solve it. Nowadays, either it can be integrated with SSO, or we will do without.
> so everyone treats this as an up-sell feature.
And that's the mistake.