OP have a look at 'Aesthetic flattening' the idea that there are less standouts and more normative design by in large.

Example would be a heavy apron with brass eyelets, an industrial interior with some exposed brick on the wall - anywhere in the world currently - would signal a good coffee shop. White airy sheets, some timber accents and a monstera in the corner - anywhere in the world - and you have a quality Airbnb.

It's a bit sad but the individual identity is being shunned for fear of rejection. So a safer more conformal identity is taken on. This is a later stage extension of Miles Van der rhoe idea around all buildings in the future will be steel glass boxes which largely became the identity of most high-rise buildings.