Agreed, but the reason this happens is not in a bubble. "User interface design" is not a natural category of design. People in the field will point to "The Desi

Agreed, but the reason this happens is not in a bubble. "User interface design" is not a natural category of design. People in the field will point to "The Design of Everyday Things" as some sort of progenitor of the field, but if you read it, it is kind of just a pop-psychology book. The truth is (IMO) that UX is more closely related to marketing than it is to technical design work. The entire point of having a UX designer is to get marketing speak and advertising techniques right into the heart of the engineering process. If engineers just built tools in the way that was the most sensible to them, they would have too many options and give the user far too much control. Ostensibly the reason given why this is bad is that it is 'confusing' for the user, but the reality is that it allows the end user to use the product in ways that do not maximize the profit. Even worse, users might use the product in a way that does not reflect the spirit of The Brand. It is telling that UX revolves around creating user stories, because this is exactly how advertising is done; “Martha, a woman in her mid thirties, is trying to balance home life with her need to efficiently walk her dog…”