It starts at Big Tech (Material Design for example). I think we should teach designers history of UX/UI and how things used to be. From 1950's typewriter UX to the latest AR tech. This education can put perspective and curate a better understanding of the user. A more empathetic approach. Not fashion trends, rounded corners and huge purple typography.
Big Tech operates like a horse-eyed A/B tests driven UX/UI machine and doesn't understand anything but. There is no Steve Jobs to overrule.
Here's a good example: Check out all of the small SUV's you see now, they're all elaborations on the same shape and form. I think this is by design, in that deviating from the norm right now is not something that is rewarded, but giving something visually 'safe' that hits most of the needs of their customer is acceptable.
[0] - https://cdn-images-1.medium.com/max/800/1*RCyvppE9R3x85bCAmn...
[1] - https://5thcolor.files.wordpress.com/2012/03/all-cars-look-a...