Here's a novel thought: maybe we're following Google and Apple's design frameworks because those frameworks provide the best ease of use, consistency, predictability, and usability to designers, which is the point of good UX? People who don't appreciate these things don't understand user experience applies to the process of design too?<p>I get that there's a point to individualism, being trendy, hip, new and having a brand. But to be brutally honest, brands these days are created through spoken narratives with their actions, their storytelling, and their advertising. I think most skilled designers learned that long ago - it's much more efficient to speak through the traditional mediums of color, graphics, stories, and text. You have to do a ton of work to create your own look and feel framework (most of it involving robust layouting, consistency, and thinking through a ton of edge cases - read the material docs from cover to cover to get a sense of how much decision making it is). While doing this, you have to balance both branding AND UX decisions(!). Sticking to using graphics, color, and text separates a lot of the branding vs UX concerns, and is much simpler to reason.<p>Unless you're a rock band or a creative agency, creating a novel new page styling is simply an inefficient use of time and money.