I think the reason text is increasing as a UI craze is the same reason email is making a resurgence. Lots of companies focused on social media and apps to conne

I think the reason text is increasing as a UI craze is the same reason email is making a resurgence. Lots of companies focused on social media and apps to connect with their users the last decade as those channels had unlimited promise. But we've seen Facebook control the connection with your audience on that platform and start forcing you to buy ads if you want to communicate to a large percentage of them. In the same way, apps have matured a bit and those who might have made apps to get the instant notifications have seen users and or Apple control the push notifications more. Since texting is usually reserved for people we know, having notifications via text means you'll read almost 100% of them, rather than turning them off. Focusing on text is a way of cutting through the noise.