I can only speak for myself, of course, but I am NOT prepared to allow any company to acess my mobile phone just to log-in. Why not use the system Microsoft started several years ago, by using a picture picking process as a second step, or just improve a reCatcha service to show pictures that are universal, not just American roads, and such ?
I find the 2FA system cumbersome particularly when you have several devices and/or an unexpected phone number change (e.g. lost phone). Too many steps... I truly appreciate the thoughtful, useful, informative content you provide in tom's guide.