Subtle but important, we have been collecting data on returning users who might not realize they are indeed returning users. We saw a significant enough % of returning users who were getting a little turned around if they didn't realize they'd been here before--even when they see "Welcome Back" after entering their email.

For security reasons (e.g. brute force attacks), every system must exert caution about how much information they share. We have adopted compliant language when a user tries an incorrect password to guide them to reset their password if they are trying to login after forgetting they exist. We are already seeing the beneficial affects of this change.