I don't think I agree. It's a complex issue worth a broader discussion, but IMO while it's easy to build sites and interfaces, it's not easy to do so beyond just the well trod patterns and paths that most take. Great strategy, aligned with thoughtful and well placed content/copy that specifically addresses the unique requirements of the customer painpoints is difficult work, and very few are excellent at it. This shares some space with brand (strategy/direction), but I think what you're referring to is identity. Nick is focused on identity, not brand. Brand is much much more complex and so much harder to maintain. That said, I do think where what you said has merit, is that identity is a bit harder to pull off than interface. It requires some POV, some strong graphic design skill, and can't easily be pulled off beyond logo shapes by AI. Curious what you think.