[nadam]

"When every supermarket aisle looks like a sea of sameness, when every category abides by the same conventions, when every industry has converged on its own singular style, bold brands and courageous companies have the chance to chart a different course. To be different, distinctive and disruptive."

I don't think it is that simple. There is stuff with different asthetics today, they are just not always successful among the mainstream audience. It is always a choice to substantially differ from the mainstream look, and in industries where the cost of entry is not too high plenty of people do it, they are just not successful or too niche most of the time. Where there is a high cost of entry obviously less players try to be massively different, because being too niche is not profitable in that case.