Again, going back to measuring what we design. If a landing page "structure" converts at 98%, are we better to follow it or try something totally new at the risk of not converting thus, loosing sales? I get why customers do this... and why many start ups just want to copy and past (with new colors and fonts) an existing design or structure.

At the study indicated in the article, many don't want to stand out. They just want to fit in. Most humans do in fact...

I think that we as designers need to continue to push, reinvent things, add fresh perspective and through that, we make small dents in the world