They are losing accounts/people. This tactic is called a "Dark Pattern". Basically they are "pay walling" access to content. If you open a link and it asks you to log in or sign up. Make sure to close the tab. They do track that metric and if you basically say "im not interested" after they try to force you to log in some poor moron has to make a report on that data to show how much people dont feel like spending the effort or are unwilling to sign in for content.