Ask HN: All startup websites look the same

A whole lot of white, plus one dominant color (usually blue, green or dark grey) used for footer/header.

Layout uses light-grey-to-white gradients to make gentle borders between columns and even tabs.

Borders that don't use gradients are always 1px grey.

Large rectangular rounded buttons in dominant color (or green, orange) with white lettering.

Sans serif font everywhere.

Bunch of links that don't fit anywhere are moved to lower footer in small font.

Approximately 940px wide fixed main layout.

http://www.loopt.com/

https://indinero.com/

http://www.nozbe.com/

http://www.peerindex.net/

Does anyone know how/why this came about?

Actually that was a pretty clear explanation from where I'm sitting.

And yeah, I've noticed that too, but I have to say it is serving to modify my aesthetic expectations - now I get jarred by websites that don't look like that. Hazard of spending too much time on HN I guess....

(Although I have been a fan of rectangular rounded buttons with white lettering since olwm, so at least I can claim I am consistent)

Analogy would be how many big box stores (eg. Home Depot) routinely build next to Wal-Mart, because of course Wal-Mart, Inc. spends millions on and has "location, location, location" down to a science.

Apparently, McDonald's franchise location strategy always used to be to analyze all kinds of variables to find the most cost-effective location in a given area. Burger King's strategy was always to build right next to McDonald's.

Of course, for various game-theoretic reasons, the optimal location for competing businesses is usually right next to each other.