It looks like they like grid layouts. Everything is a rectangle. (On their site, a flat-shaded rectangle, like Windows 8+.) That simplifies things. You have some text and some pictures, and probably some action blocks (buttons, forms, zooms, etc.), and need a layout.
View this as an optimization problem under constraints. Use a heat map of where people usually look on screens as a basis for where the first things to be seen should go, and what needs to be on the screen at the same time. Use information about color and contrast psychology to select colors and decide how to emphasize images. They have face popout and smart cropping already, they say.
Then deliver different web site designs to different users as A/B testing, watch what happens, and feed that back into the optimization calculation. That would be fun. I wonder what would happen if you optimized for clicks. Cat videos?
Right now, there's a huge gap between the incredible complexity of CSS and what people actually do with it on most web sites. This may be a way to manage that complexity. Look at Wordpress; it doesn't do all that much, but it satisfies the needs of millions of site owners.