Some people don't have a phone that can run the authenticator (you'd be surprised that there are actually still people out there that use their phone just to make calls, and as long as it works they don't find the need to update it to an insecure smartphone), they either don't own a creditcard or don't want to use it; ..; or they live not in the US (there are actually people living outside the US!!!) and thus have not access to physically buy an authenticator in their wall mart.
For these kind of special breed, this solution comes in pretty handy, the more if they have for example an extra computer that never runs wow to use as an authenticator.
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