Companies tend to care about different things when they’re small vs. large. Smaller startups optimize for speed and innovation (value creation), while larger companies tend to stick to what works and manage risk (value preservation). Progressive and conservative. Conservative systems tend to establish rules and ways to enforce them, while the progressive approach tends to be more lenient (guidelines) in favor of speed.
I'm definitely not alone in feeling this way. This is a great piece on the topic of commoditization of design.
I especially love this line: “Our tools reflect what we care about.”