Some websites force you to change your password every 90 days.
If it solves a real problem, it might be a good idea.
Or maybe it’s an IT guy scaring management into doing something that’s theoretically a good thing, but is a total pain in the butt to your customers.
The real question: Who is in the decision process that advocates on behalf of customers and the customer experience?
You’re going to start losing customers if you solve a theoretical or low-risk problem by creating an everyday hassle for your users.
(These simple usability issues aren’t just something hypothetical to ponder. It’s how Apple and Android crushed the entire mobile phone industry.)