I remember the backlash against unique designs where everyone said they just wanted plain sites, with the information in focus. Now when big parts of internet basically have become standardized and sterile everyone wants these unique designs back.
It's not about the design, it's about the commercialization.
Commercialization made it form "only nerds sit in there" to "everyone is on the internet and it is cool", if there would be no commercialization, internet for masses would still be a silly toy.
Just like going to the Mars - it is just a "hobby" for NASA, most of people on Earth are not giving a damn that they just landed another rover. There is no practical way to make money on space travel currently. Find a way to earn money on sending rockets to Mars or Moon, everyone is going to jump into it.
Companies on its own without hype would not go to the internet or digitalize their processes. There is still loads of companies that are not digital. There are loads of stories of how companies started switching to digital last year because of recent events...