I think this largely explains it, along with a desire for the UX designers doing something new and "modern". This explains a lot of user-unfriendly changes in

I think this largely explains it, along with a desire for the UX designers doing something new and "modern". This explains a lot of user-unfriendly changes in other areas, too. I worked for a prominent travel web company and the army of people in marketing were constantly looking for new sources of "incremental revenue" to justify their work. This led to pop-unders and pages packed with more ads than content.