At a lot of BigCos, the designs are supposed to be standard outside of the once in a generation refresh. One of the advantages of a big brand is a consistent, known quantity, and so things have to be harmonious; Starbucks is not out there making crazy new cups for every new drink they sell, every McDonald's location looks more or less the same, etc.

A lot of the variation we've seen in the early web was because web was something that a lot of people were outsourcing, but these days web is more integral, theoretically.