Uhh I don't know if UX takes part here. The new design really ignore ux. I guess it must be UI & marketing people.

My guess is marketing roles just pays a whole lot better than anything in the society today thanks to extreme focus onto the Web. It is plain stupid to seek career in actual hard engineering when just consuming alcohol and socializing in suits lands you mid six figures. People often criticized that we are spending finest of a generation into extracting clicks just few years ago but it's not even that.

"UX" is mostly just the new "sexy" term for UI. Look how many UI designers there used to be; now they're (almost) all "UX designers".