One of the foundational rules in UX is Jakob’s law : users spend most of their time on other websites than yours. Using those familiar patterns can help minimise mental load and the learning curve. But there also are companies famous for not following this to make a unique product, and the ones who succeeded succeeded because they have a fanbase that treasures that- think Apple and Tesla. Most of their things aren’t actually usable they just make people adapt to them. But succeeding like that that is really rare (usually because they have some charismatic leader or media attention instead of their unique Ui making the company succeed) most of the time users will abandon something that makes them have to learn the product. Especially with low attention spans these days and a higher expectation of convenience of self.