This experimentation comes from seeing the internet as a medium for making (and not just showcasing) art. “I think a lot of the people involved in these sites have a deep love for the internet, and what the internet is and what the internet was,” said Jack Koloskus, lead UX/UI/visual designer at BDG Group.
https://eyeondesign.aiga.org/the-era-of-nonchalant-web-design-is-here/