I don't think it is cynical. This is a new trendy style. In 3 years, everyone will be complaining about flat design, hipster mustaches, and wishing we had more gradients and glossy reflections.
I would mostly agree with you that flat design is a new style if we limit the context to only web/application GUI's. No one can really disagree that flat design is an already historically established visual aesthetic in the real world.
So this is digital flat design. With digital there are different metaphors to consider, like user interaction, boundaries, display capabilities etc. This is the web adopting some of the best things about established design aesthetics in the real world (minimalism) and integrating them in an entirely new way to incorporate those considerations.
I agree that it is inevitable there will be some new design trend in a few years time (please hopefully not one that involves monstrous glossy buttons and gradients), however this current flat design feels like it is laying the groundwork, especially in how a design should be technically achieved. The flat design is naturally more vector, which makes it inherently more native to web technology (CSS, HTML). This is very different from previous web design trends I can remember which were essentially hacks, initially involving tables, and later divs compiled from static bitmapped assets exported from Photoshop. This I believe is a new chapter in the evolution of design on the web.
So this is digital flat design. With digital there are different metaphors to consider, like user interaction, boundaries, display capabilities etc. This is the web adopting some of the best things about established design aesthetics in the real world (minimalism) and integrating them in an entirely new way to incorporate those considerations.
I agree that it is inevitable there will be some new design trend in a few years time (please hopefully not one that involves monstrous glossy buttons and gradients), however this current flat design feels like it is laying the groundwork, especially in how a design should be technically achieved. The flat design is naturally more vector, which makes it inherently more native to web technology (CSS, HTML). This is very different from previous web design trends I can remember which were essentially hacks, initially involving tables, and later divs compiled from static bitmapped assets exported from Photoshop. This I believe is a new chapter in the evolution of design on the web.
-- Edited for clarity.