Very nice Joe. I’ve seen this worrying trend in my own design work as well, and have recently started thinking about how to add more reflection into our utilitarian design processes.
It feels like we we might be nearing a cusp of change. Like sameness has run it’s course and we may see an explosion of more unique things happening in the next few years. Sort of like how mobile phones have all become like iPhones, and now everyone is looking for the next different thing (foldables?). I hope the web follows suit, and people realise that we don’t need to stay too safe and bland to appear to everyone all the time.