We've been in your shoes, excitedly drawing up plans for a new application, only to get bogged down with writing code for the backend: user accounts, authentication, SSO, passwords, permissions, whatever. You know the drill all too well.
In 2012, we began production on an unrelated web app, determined to focus on the business-related parts of the project. To save time and money, we'd use cloud services for everything else. It was a good plan, except we couldn't find anything viable for authentication and user management. So we chose to design a flexible and reusable authentication API for ourselves.
The process was liberating. Not only did the solution fit our needs, but we discovered we weren't alone. Loads of other developers wanted what we had built.
So what once was a burden quickly became our passion, as we found purpose in eliminating a huge, hated part of application development for programmers around the globe.
"Thanks for your response and transparency. Nice to know I'm working with humans. :)"