It's not taste. 90s and 00s web design was often kitschy, loud, and tasteless.

But it was novel because it was a new medium with (fairly) low cost of entry, which meant a lot of people could play with it. And the experimentation and play, and some of the kitschy garishness, defined that culture.

2020s culture does optimisation, not play. There are no rewards for experimentation and originality, no matter how fun it is.

You need a certain amount of wealth and free time to experiment and play, and the people who have those disapprove of everything which isn't about self-promotion and money. The people who don't, can't.

So that kind of creativity only happens on social media accounts with a couple of hundred followers, on a good day. It's not a collective interest, and it's certainly not marketable.

Which means creativity isn't a moat at all. People want what they want, and currently that the appetite for surprises and wonder is not high.