As a frontend dev I blame it entirely on the "co-design" fad and the rise of A/B testing. When I started 10 years ago the idea was that a designer can objectively produce a good UX using their skills (of course validating it with real users).
These days it seems to be treated more like social science with never ending broad discovery work to answer questions like "How do our users feel"? This stuff is important but I feel is often used to justify decisions poorly compared to a more quantitate approach.
But largely I think A/B testing is to blame, we get more conversions this way (or maybe with spotify user's listen to more tracks / have longer sessions with this particular interface). Often the metric measured is profit driven rather than user enjoyment as well.
These days it seems to be treated more like social science with never ending broad discovery work to answer questions like "How do our users feel"? This stuff is important but I feel is often used to justify decisions poorly compared to a more quantitate approach.
But largely I think A/B testing is to blame, we get more conversions this way (or maybe with spotify user's listen to more tracks / have longer sessions with this particular interface). Often the metric measured is profit driven rather than user enjoyment as well.