The nature of the Web tends towards chaos. With many programming languages, design styles, and business goals created by many different people, Web sites and applications will sprout up in their own silos if no guidance is given. By themselves, these silos aren’t always a bad thing, but when those silos grow under what is seemingly one brand, they dilute the brand and weaken the trust of users. Users don’t care what department designed something, what business unit paid for something, or what designer created something. When they come to a business site, they expect a unified experience. They don’t want to relearn interfaces, guess at whether they’ve left the security of the company they trust, or have to worry that suddenly they need a different browser or connection speed to continue their business. When they have to deal with these hurdles, they feel cheated, they feel like their trust has been given too quickly, and they wonder if maybe they should be going elsewhere. Some place professional.
Adopting a unified Web Standard can fix all this. It’s not easy, but the goal is to make it look like it was.