Comment by sminchev

The behavior science also changed a lot of things. People study behavior, patterns, what can sell more, what looks more intuitive. If something looks a bit different from the others, it will sell better. If something look the same way as the previous one, why should the client buy it? The client needs to see a difference, it can be only a little bit more flashy, but it must be different. 20 years, later, this is the result.

Especially now, in the AI era, where each person can make a relatively working app from the sofa, without any knowledge of UI/UX principles.