@Gabz I agree with a lot of this article but I think Jakob's law of UX is also relevant here:
Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.
Obviously UX can never progress if we adhere purely to Jacob's law, but it is something I keep in mind when designing my own UI. There is some inherent value in familiarity.