@aud @zkat it's not obvious until you go to the login screen and see the "Sign-in with Walmart" page...
Oh wait, I just checked and that is now hidden under "More sign-in options", right at the bottom! I was about to wonder if they realized that was freaking out users, but I had it wrong, Walmart is just a venture partner https://en.m.wikipedia.org/wiki/Kobo_Inc.#Venture_with_Walmart
I guess I have to invoke https://xkcd.com/386/ someone is wrong on the internet and it was me