[jib]

Finding out what they do is a fairly unusual need though, right? When I look up a company website (rarely) I'm not looking to find out what they do, typically. My use cases are something like: I want to order something, I want info on a specific product they sell, I want support for something that has gone wrong, or rarely I may be looking for info on working there. I typically know what they do before going to their site, otherwise I wouldn't be there in the first place.

[notahacker]

In fairness though, whilst people's needs when visiting a company homepage vary, they're almost never "admire almost-full-screen header image, read bullet points beneath 3 icons selected more for layout purposes than because they convey the most useful information" which is what the design trend discussed in the article optimises for.

A side effect of the current design trend is that navigating to a specific piece of information, or seeing what's changed usually takes another click or a lot more scrolling precisely because the actual products and support contacts are relegated to a lower priority than the full screen "We make software (and have good taste in stock photos)" message.