I don’t believe design is entirely for this purpose. Design is very broad, and in todays world, yes this makes sense, but theres more to design than just “reducing friction between users and their goals”. Theres a beauty in the actual design that needs to be appreciated. It is very aestheticslly pleasing and does seperate the brand from the corporate identiy it holds.
Only time will tell whether it is widely accepted and functional for the brand.
It got my attention.