Being built "today" doesn't have anything to do with it. Although they have better UI/aesthetics, from a UX perspective, Google and Amazon famously hew pretty

Being built "today" doesn't have anything to do with it. Although they have better UI/aesthetics, from a UX perspective, Google and Amazon famously hew pretty closely to their original product design. What matters to these companies - and, more importantly, their customers - is delivering the content that the customer wants, at the fastest possible speed.