Comment by GuB-42

It shows that this document is not meant for end users. People who want to sell their apps or indirectly by having people watch the included ads want users to connect on an emotional level.

Publishers don't want you to go back to the "real world", they want your money (or attention). Sometimes, the goals align, like for business software, where they measure productivity, but sometimes not, like with ad supported apps.

Video games are another case. Here emotions are the entire point. But games rarely use standard UIs anyways.