I'm thinking of music keyboard workstations and stage keyboards. The products from Nord have swept the stage keyboard market because of their one-knob-per-function design, allowing for quick mid-song adjustments with no menu diving.
People greatly favor knob-per-function and minimal menu diving. Having some kind of screen and minimal menus for rarely used features is fine, too, but anything that’s about playability and something you want to tweak in real time needs a knob or slider interface.
Yeah, not all of them but compare a DX7 to a Montage 7.
The DX has 2 sliders and 2 wheels, and a bunch of membrane buttons.
The Montage has 2 wheels and something like 10 sliders and knobs, ignoring the general-purpose knob and selector wheel next to the display, plus a ton of specialised physical buttons.