Even if you take that kind of nonsense surveying at face value, the issue is that you're then optimizing for design that has an initial 'wow' factor, and not optimizing for enduring design that will be pleasant to use 1,000x times over.

Pepsi often beats Coke in blind taste tests because it has a sweeter first sip. Hardly anyone prefers actually drinking Pepsi.

> We also saw a 34% boost in modernity, making a brand feel fresh and forward-thinking. On top of that, there was a 30% jump in rebelliousness, suggesting that expressive design positions a brand as bold, innovative, and willing to break from convention.

Beyond parody.

I feel like when companies first start they go for the conversion rate and selling the thing that they produce. But as a company gets to "Google Size" where everyone and their grandma knows about it, the goal stops being to just convert customers and starts being just getting eyeballs on your brand and products and raising awareness about what you do. It's like Johnson and Johnson having an ad where they just tell you they are a "family company" and don't even bother advertising a product.

That line you quoted is only valuable if you're an org with the scale and cultural zeitgeist that Google has.