Because inside companies, the incentives are clear and the measurements are easy. You can measure clicks and track whether they led to a “completion.” You can measure whether a nudge led to the next step in the funnel. You cannot easily measure the resentment. Or the rage clicks when they smash a button to dismiss another “did you know” pop-up. You cannot easily chart the moment a user thinks, “I used to like this product, and now it feels needy.” You cannot easily quantify the slow erosion of trust.
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Great tools get out of the way so the user can accomplish their goal.
A great post on the slow, inevitable and disappointing changes in software.