[bee-oi]. [b-yoy]. [be-yo-eye]. [bee-oy-ed]. Whichever way you pronounce it, the concept of bringing your own identity to the party is becoming a popular one. Just this week Amazon jumped on the identity provider bandwagon, by introducing it's 'Login With Amazon' API. What's all the fuss? Isn't that just the same as the likes of Twitter and Facebook, exposing their identity repositories so that 3rd party application and service developers can leverage their authentication framework without having to store usernames and passwords?