Magic Raises $4m Seed to End the Era of Passwords

Maybe I'm missing something, but does this require the user to check their email and click a link every time they look to log into a site? If so, I'm wondering how this has been received by typical consumer, or if any of the overhead in terms of support tickets dealing with traditional passwords have still exists for magic links.

Magic seems like an interesting use-case in decentralized authentication. I haven't had a chance to look through the whitepaper, but I'm wondering if this takes advantage of zero-knowledge proofs as other decentralized auth providers have?