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Most finance sites already have two-step authentication in place.
For 'lower risk' websites (such as affiliate programs, rtb platforms, etc.) I see the suggestion as a huge headache, since you would have to enter the unique code you received in a text message every single time you logged in as opposed to using a good password manager.
Same for B2C sites, most surfers either remember their pw or save it or write it down. The one-time code authentication would be an inconvenience. I see convenience more important than pw sharing.
One thing's for sure: the current u/p method is broken and is ready for innovation. Some interesting developments are taking place in biometric authentication.
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