One of the greatest challenges for software as an industry is for the developers to consider the role of the user. In my 20 years of doing this rarely have I seen a developer advocate for the users over themselves. Instead the developer imposes themselves as the primary user and the actual users as a secondary class. This is where most tech stacks and design decisions come in at every step.

I can also remember when I worked at Travelocity a million years ago and they actively tried to fight this insanity with exhaustive A/B testing.