Creating UI by hand is ridiculous. It doesn't scale. - All companies think they solve a unique problem, and believe that justifies creating a custom UI. - All

Creating UI by hand is ridiculous. It doesn't scale. - All companies think they solve a unique problem, and believe that justifies creating a custom UI. - All brands want as much exposure to users, which demands custom UI themes and styles. - All devices have access to different I/O components, which implies completely different user interfaces. - All users have different preferences and needs. You can't design a one-size-fits-all UI taking all of the above considerations into account. You need to operate at a higher level of abstraction than "pixels on a screen". The solution has been in front of us for decades. It's semantics.