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From the site:

"Ever notice how small flourishes and subtle transitions dramatically increases the value of the experience you enjoy with an app or site?"

I agree that a very slight fade or slide can help reduce the jarring effect of a contextual transition (such as the appearance of a modal, or a menu), but what value is added by the not-so-subtle effects like the 3D transforms (that incidentally cripple mobile devices and older browsers)?

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There's no value. It's basically junk food. Once someone comes up with the chemical/library, it's easy to include them in your product. It's noticeable, users like it, it provides straightforward talking points for any press ("beautiful"), it's an easy sell.

But there's no substance. I don't know about others, but when I read a physical book it's not for the page turn experience.

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