Comment by ryanbrunner

I like predictable UI even if it's a little "boring" because given the choice between utility and style, I'll choose utility every time. It is possible to make stylish things that also have very high utility, but it's a lot harder than favoring one, and I will always favor utility.

Take the author's example in this article - he calls out two things more than anything - a single sentence "pitchy" description of the product, and plan cards that look and feel extremely samey from site to site. I'd argue that both of these "downsides" are an upside for me as a consumer:

- Having a one sentence quick summary of what a product does allows me to make a quick decision about whether I'm interested in reading more about this product.

- Consistent plan cards lets me leverage my shared understanding of how plan cards work to instantly answer questions like what the monthly / annual pricing is like, what tiers are available, etc, that a bespoke presentation would require me to think about.

If I come to a landing page for a product, I'm more interested in answering questions like "is this a product I would like" and "how much does it cost" than appreciating the design of a page.