Why? perception that the design being copied 'works', has been iterated, tested and improved. Morally justifiable? The internet is still a bit of a wild west,

Why? perception that the design being copied 'works', has been iterated, tested and improved. Morally justifiable? The internet is still a bit of a wild west, if you don't want something copied not putting it online would be the only way. I don't think you can sue someone for using the same homepage design / product page etc as you.