UI Design has often been overlooked in many engineering teams, with focus on hard quantifiable metrics like views, page load speed and SEO being the main area of attention for the team at hand.
You aren't impressed by the website because of how fast it loaded. That's the bare minimum.
Imagine going to a store, a thrift shop perhaps. And being overridden with choices. It's true that you'd stay for long but that doesn't equate to a good experience per se.
The best brands know how to sell themselves.
WIP hehe