Material Design v1 cracked it. It was simple to implement, simple to understand and simple to use. Minimal overheads with a clear content-first approach. "It's time to move beyond “clean” and “boring” designs to create interfaces that connect with people on an emotional level." I don't want websites and apps to connect with me on an emotional level. I want to turn my phone/computer on, use the app/program to achieve…
Publishers don't want you to go back to the "real world", they want your money (or attention). Sometimes, the goals align, like for business software, where they measure productivity, but sometimes not, like with ad supported apps.
Video games are another case. Here emotions are the entire point. But games rarely use standard UIs anyways.