“We went out with the original Material Design with what was a very fresh and very opinionated style. We wanted to get attention,” says Matias Duarte, the head of the Material Design group at Google. “And it was so strong and so opinionated and so successful, a lot of both the designer and developer community took it as a ‘gospel,’ perhaps is the right word.”
”We spent two years telling people ‘this is how to make Material yours,’” Duarte says, “and it didn’t work.” But he doesn’t blame developers. The problem is that Google didn’t provide the right tools. Specifically, he believes Google’s guidelines didn’t separate out the styling of the button from its function. Google wants apps to work like other Material Design apps, but it never meant for all Android apps to look like each other.