There are valid use cases to ignore the text message security advice. When I set up an account with my bank, I got an SMS security code that I had to read out to my banker to proceed with the account. The SMS did say not to share the code with anyone, I knew he was signing into the banks system, and I deduced that the system bankers use must be the same system normal users use, so this made sense to me. But an unsophisticated user would not know this, and would become to trusting of the helpful stranger asking for the SMS code despite the message text.
There are institutions out there that are training your users to ignore your security advice.
There are institutions out there that are training your users to ignore your security advice.