This is most likely trajectory I fear. It reminds me a lot of Oracle, where they rebrand and reskin products just to change pricing/marketing without adding anything.
My only problem lumping them in is a huge part of those products are the UI and UX. It’s what you interact with as a user. So, a reskin with no new features is a valid version in my opinion.
It’s not always for the best mind you, but I do think major changes to the GUI or UX do deserve a version indicator given they are relatively infrequent. Without some requirement of course.
Nobody buys Oracle because of the UI or upgrades because of a new UI. It’s the underlying tool that matters and if my ugly version is working there is no incentive to upgrade to a prettier version.