Yes modernization is in cases removing Personality from Projects. But Projects, especially monetary ones, have to adopt with the times. And adopt modern Design ethos.
There a definitely cases where Platforms jumped from the classic Web 1.0 90s theme to a more Frutiger Aero them, which may have off put Users then.
Website that have a goal of attracting people, monetized or not, have to adapt to modern Design ethos.
I think one of the big reason we see modern Web Design so Corpret is because it is Corpret. Because it is the Design corps are currently using. Maybe in 10 Years when a new Design ethos appears, the current design ethos may stand for different thing, similar how Frutiger Aero has a following today.
When it comes to monetization, there are reason why subscription services are used. Especially for Platforms that Serve you Content, as each user costs them Money. Which in most cases they get back via Advertisement.
But now Scaling the Platform, Ad Revenue and Hardware Costs don't grow the same way. So now each user has to provide more Revenue, which the Advertiser dont cover. Either they can shutter they're service and require a rather small payment for a once free service. Which users don't like, or you add a new Tier that is a bit more Expensive offer some rudimentary Perks, like Ad Block. And if only 20% of users us it they cover with the help of Ads, the rest 80%. Also, Profit oriented Company's also want to make a profit.
That isn't me saying all the Companies Require this, there are exception. Also, many Companies are asking for way more money then they need from theyre users. And then worsen the Service unnecessarily. ergo Entshitification
see: tumblr premium, which appears to be a 70 USD a year ad blocker. you can do the same thing with ublock origin and new xkit......... or revanced if you can follow a guide.
I don't know everything about Tumblr and theyre monetization. But Ad Block has always been a vary common perk of these Services, and 6$ a Month isn't that unreasonable for such a Service. While for the User it seems annoying. The Company wants to at least break even, which Tumblr is most likely not able to do on purely by Advertisments.
The entire System of Free Social Media is fucked. As monetization isnt thought of until the Bills are piling up.
And then they scram create ruthementry Offerings hoping enought People use them so they can cover for the others and maybe turn a bit of Profit.