I guess getting booted from the apple store was a great marketing event for Hey. I even looked at them.
Overall, looks neat if you are the kind of person who actually gets email. I would use it on my business card but never use it as an ID to log into a site.
In general I still think it's worth more to set up an email catch-all so you can give each service a unique address. Still loving protonmail, and as a bonus, even `pm.me` is shorter than `hey.com`.