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It's almost definitely the latter, or a relative used their phone or something like that. And 2fa is totally unnecessary, I agree. But in Chipotle's defence, if a customer claims they were hacked, you have to look like you are doing everything you can to fix the problem, and 2fa is cheaper than giving money to everyone who claims they were hacked, or the bad press that would follow if you told a customer to deal with it.
I'm not sure how it's a marketing ploy though - you already gave them your details to use the app, that's the marketing ploy.
Also for a forehead slap in the other direction on the topic of 2fa, the phone company my boss is with recently put it on their app, and she utterly lost her shit. She demanded I get it off, which I thought would be impossible. I was wrong however - you can not only disable 2fa, you can disable passwords altogether. I guess you just have to hope no one hacks or steals your phone.
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