One important caveat: Defining good UX is subjective. Ensuring the user has the best possible experience using the product how they want to use it is very diffe

One important caveat: Defining good UX is subjective. Ensuring the user has the best possible experience using the product how they want to use it is very different from ensuring they have the best possible experience using the products how the company wants them to use it. I agree that they're not likely making many technical design mistakes in implementing their strategies, but whether or not it yields "good UX" depends on if you're willing to accept the X boundaries applied by the company as "good." You can have a seamless, perfectly implemented, smooth and appealing process that leads users into a dark pattern pushing them towards an action that doesn't work in their best interest: great UX work from the company marketing perspective, shitty from the user perspective.