> In consumer facing apps much more. Especially younger people, used to shiny websites/html point out quickly, how ugly something looks. And then not use it.

As far as I can tell, this is a narrative that only exists in the heads of people who never have to use the thing they are insisting "look good". Sales people, managers, developers, etc.

I will accept that I'm wrong when I either experience it in the real world for myself or see some actual evidence.

"I will accept that I'm wrong when I either experience it in the real world"

Well, here in the real world, (because of the need of Windows) I just recently started to use Notepad++ again. It really pains me to do so. The only way to tolerate it, is by removing all UI and only keeping the text. But even then some ugly, contrast breaking window pops up, when I use search etc.

So I will likely switch to sublime text (even though I only have to work on windows sometimes). Simply because of aesthetics I choose a solution nicer for my eyes, when I have the choice, which I do.

Anecdotally, a significant number of recent criticisms towards Emacs and vim are that they’re ugly compared to VS code — that seems to be a solid counterpoint to your argument that among users, aesthetics don’t matter.

There is a certain level of professionalism your UI has to reach for people to trust it. If your product looks sketchy, people will treat it as a sketchy product. And if you lock into a look and feel that is 10 years old, people may use your product but they're going to be surprised if it behaves in the most up to date fashion.