Back in the 2007-2010 era of websites, somebody mentioned that "ugly" websites work. Not that fancy or flat design is bad. But the sheer simplicity of ugly websites forces people to focus on the content, context and functionality. The ugly websites pointed out were MySpace and Craigslist mainly, but you could probably add a few others like Drudge Report and Plenty of Fish. Even Hacker News is pretty "ugly" but it obviously works great.