UX Matters — it just does. Too many large websites and brands fail to understand that UX lives beyond the screen.
I think that for most creative product people, making things work better also means making their gizmos look better along the way. Getting bored quickly goes with the territory of product design. The need to scratch that itch though must always be balanced with what's best for the user experience (UX).
From Google, Twitter and almost any hand-rolled website there are designers who think that they are on the bleeding edge of UX. They've preached the benefits of cards — those boxes of content wrapped in often rectangular boxes of padding and borders — for so long, that everyone believes it's the chosen path of UI.