I find it very interesting that it took Google such a long time to introduce this service. They had to have a SSO implementation in place for years and with such lucrative prices in the identity market(all products are around $4/user a month) it is low-hanging fruit for Google and seems like obvious step. In addition, many companies are already tight to GSuite and GMail, so I assume another Google Service will be easy to adopt. Would be interesting to see how this will affect Okta and other direct competitors such as Ping Identity, Janrain and Centrify in the long term. I really like their "Google-grade Security" marketing!

Edit: Spelling