And in fact the designer is really not supposed to think about the content too hard. It's not how we do web. This is how we do: There's a CMS and you can add and remove items. How many? As many as the client later discovers they want.
It makes sense, kinda. It solves issues for different parties that are involved in the process. Like with touch screens in cars, we get something for what we give and it might just be the best we can reasonably do given constraints.
It's just not that great.