Arguably sites have been increasing in size for one simple reason: It directly results in increased sales. Everything is sales. If cleaner, 'purer' sites made

Arguably sites have been increasing in size for one simple reason: It directly results in increased sales. Everything is sales. If cleaner, 'purer' sites made more money you bet the average web page would be 10kb. It's all about what translates to more sales. As such, you won't ever see a return to more traditional websites. Look at Amazon with it's virtual dress models, heavy as hell, but they most certainly land more sales.