As a UX/UI Designer, I’ve worked in corporate settings exclusively in web 2.0 apps. Most do’s and don'ts of my profession are actually based on the web 2.0 experience and have evolved into principles that every designer acknowledges and respects nowadays. These principles have become the pillars on what User Experience stands on and we - the designers - don't like to challenge them by ”reinventing the wheel”, but we do like to dance on the edge of that cliff sometimes. The reason for that is that it allows us sometimes to develop better concepts and create a better performing experience for our users.