It feels like at the same time they keep hiding functionality the add some very in your face ways of telling you about the functionality or soliciting feedback.

It feels like at the same time they keep hiding functionality the add some very in your face ways of telling you about the functionality or soliciting feedback. "Hey we added a new feature", "Did you find this screen helpful?", "want to make the most out of this app?". Instead of thinking about UX rules and applying them I'm constantly in some sort of AB test or survey when I'm trying to get stuff done. A couple of examples getting in my way at the moment, the android (or nokia) phone app added a full screen "call your favorite contacts with just one tap" image to the favorites screen. I could do this until they added the obnoxious message, now I have to scroll down to even see them. The other would be netflix constantly AB testing me on whether to show the next episode button or jump back to the home screen, just make a decision, the constantly shifting interface is worse than either option.