Idea is to have a magic (passwordless) login that does not depend on Cognito for at least two benefits:
1) Login independently of Cognito especially when Cognito is down (unlikely) or for users that have a bad status on Cognito (more likely)
2) For support / on-call engineers: Ability to masquerade on behalf of a user (with their permission).
Link to the video: https://www.loom.com/share/8680eb9d5213495799092ca61ab74988
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