Thanks for your examples. Made me think. I wonder if the audience is the key angle for looking at this. For example: - HN is beautiful and elegant to my eyes

Thanks for your examples. Made me think. I wonder if the audience is the key angle for looking at this. For example: - HN is beautiful and elegant to my eyes. So simple. So clean. Adding some counter-examples: - Most luxury brands' cars are beautiful for people who crave elegant things - Airbnb looks amazing to people who care about great interiors I don’t know about your other example except for amazon, which is definitely ugly as f. But then again, it’s “just” a retailer for standard stuff, and I know a lot of brands with nice-looking things that don’t want to be listed there. Also, on their purely digital product, I dig their competitors much more, e.g. Netflix over Prime.