Close your eyes and think of your favourite website. Just see a dark void of nothingness? There is a reason for this… A mafia runs the internet and her websites: UX Designers. “But Rhys, isn’t their job to make the internet better?!” You would think that given the disingenuous name. Specifically, it’s because there is no ‘experience’ in UX — only cold, hard efficiency. This has led to a homogeneous and emotionless internet devoid of personality.