B2b bulk members-only: You only choose to allow members access to the website For b2b business reasons or privacy purposes. Then, asking guests to log in first is normal.
Monitor access & Prices: Lock all of the website from visitors who are not logged in except certain sites. Login to see consumer relevant tag rates.
Increase User Signup: If users don't have registered accounts, they'll possibly build new ones. With only a key You can quickly delete customer registration.