[rchaud]

The nature of how we browse the web has fundamentally changed since the days when Flash was king. What is the point of investing in a gorgeous website if the audience has moved over to FB/Twitter/Insta and are now acclimatized to scrolling through endless content feeds for a slight hit of dopamine.

By Googling "cool sites", you've stumbled upon the crux of the issue. The site that ranks at the top is the SEO-optimized, but incredibly cookie-cutter, template-heavy Awwwards, which is a back-patting congratulatathon of creative directors at design agencies. So of course the websites featured are their own.

I'm sure at some point they wanted to feature real client websites, but chances are those were mini-sites created for specific campaigns, and were taken offline after the campaign ended.