"Barbie, the teenage fashion model" was introduced in 1959 by Ruth Handler and her company Mattel. It presented children with creative new ways to play and with a role model to follow. The high demand led to a large variety of doll types and outfits and also to the redesign of the doll itself. For example, its size was changed and its eyes were instructed to look straightforward as opposed to sideways.
Web design is doll-like: as new technologies appear, we often act like small kids, trying to change outfits just to make sure we foster our ego. The "why" and "how" become secondary, we just try to be more fashionable than the other dolls out there.
At the end, it's not essential how a site looks, but what it is. We can't love Barbie for her dress, but for the great person she is.