I sometimes wonder if the people writing this sort of thing really believe what they're writing?
Their case study is mostly just "make buttons that people use a lot stand out". Oh wow! Such emotion! Much feels!
To be fair, there are things I am really into that seem just as ridiculous to an outsider/non-connoisseur. Microtonal music for example. I have seen youtube comments before on pieces I really do love saying that people must be pretending to like this music because it sounds so awful to them.
Or wine tasting comes to mind. I love wine but the wine tasting connoisseur seems ridiculous to me. We really are having two different experiences though.
The writers probably are perceiving these things and not just making them up.