To build a folly is essentially to do something a second time, something at an inopportune moment. That something is always the memory of something forgotten, about which we can paradoxically say "There it is again."
Follies were misunderstood, purposeless constructions. They were often only small, extravagant gestures in a garden, easily whisking off the imagination to distant lands, a sort of time capsule built to awaken the memory and induce surprise in passers-by. They marked locations, organized secondary paths in a park, or simply predicted the arrival of better times—a demarcation, a sacred spot, a mysterious trail, a hill whose tragic rocky nature begged for a tower, a party, or the arrival of summer.
“It is demonstrably true that things cannot be other than as they are. For, everything having been made for a purpose, everything is necessarily for the best purpose.” — Professor Pangloss
In no objective sense were things better for UX [in 2010]. Most companies didn’t know it existed. Most who did, drastically underinvested in it. Those who were willing to invest in it were savvy enough to listen to thought leaders, but that was a paltry percentage of the real work to be done.
What’s happened by 2021 is that UX is not interesting in and of itself anymore. UX is a given. As Joe Lamantia said in a mailing list I’m on, “it’s furniture.” And the challenges and frustrations people are expressing are largely due to this maturation.
We’re moving from “the dream of UX” to “the reality of UX.”