UI and UX are for all intents lost arts. No one is sitting on the other side of a 2 way mirror any more and watching people use their app...
This is how we get UI's that work but suck to use. This is how we allow dark patterns to flourish. You can and will happily do things your users/customers hate if it makes a dent in the bottom of the eye and you dont have to face their criticisms directly.