The message seems to be "embrace the pretty shiny because you can" as opposed to "embrace thoughtful design that works in service of your idea". Not sure I'm 10

The message seems to be "embrace the pretty shiny because you can" as opposed to "embrace thoughtful design that works in service of your idea". Not sure I'm 100% on board with this. I mean, iPhones have had powerful processors and graphics chips for ages, but that doesn't mean every app is full of 3D nonsense for the sake of it. The basic animations, though making use of 3D concepts, are still effectively 2D and rather basic; they get out of the way of the content. The demos in the article don't seem to be about the UI getting out of the way, but rather drawing more attention to itself than the content.