People without a password manager either A: reuse passwords or B: write them down somewhere.
A is worse than a password manager because if a hacker breaks into any one of those websites they now have your password for every other website. Instead of a single entry to get all of your credentials, they have multiple entries to get all of your credentials (well ok not all of them, but all of them which share that particular password).
B is worse than a password manager because it’s just an unencrypted password manager.
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