Most comments are quite negative, but I think an important reason is that the "flat" style looks pretty good on a screen and feels "native" to the digital media

Most comments are quite negative, but I think an important reason is that the "flat" style looks pretty good on a screen and feels "native" to the digital media in a way watercolors or pencil or oil paint just doesn't. It is basically the natural evolution from simple icons. Sure most of it is generic and derivative, but this is true for any style. It is typical that a new media try to emulate older, more prestigious media. Digital lack the physicality, so there was a long infatuation with trying to make it look more "physical" - shadows, texture and so on. Now it seems the tide have turned and print magazines try to look more digital.