In decade 1 as the author describes it, there was still patience of investors that there ROI would come, and AI/data wasn’t feasible enough, so good UX was the

In decade 1 as the author describes it, there was still patience of investors that there ROI would come, and AI/data wasn’t feasible enough, so good UX was the name of the game. Think of carts that needed to be 1 click affairs. When I did my training in advertising, the first line uttered by my teacher was “We are learning you to lie here” , and indeed the rest of the course was about how to deceive the customer by pushing the right buttons. That’s the state of affairs of most of the commercial web. And I think you are right it won’t change.