It’s diminishing customer experience creep, except the company doesn’t understand what the user data means. They run A/B tests of different layouts, seeing what kind of feedback each gets to learn more about design choices and users. Each version should get its own feedback and then that data is compiled by data scientists into actionable feedback, things that can be done to improve the website in the direction the company thinks is an “improvement”.
Twitter abandoned those data scientists with the initial layoffs. There is no one to tell them what works and what impacts the customer experience, which is why each time the internal question of “how do we open up for engagement?” they answer it the same way, “Use existing user bases by linking their account to Twitter.” The result is several login requests all looking for the same cookie.
It’s lazy or inexperienced management. Knowing the type of person Elon hires, it’s probably both.