Here's the thing
As a self-taught freelance designer, the design process as they describe it is something I've read about, but I never had the luxury of doing little diverge / converge / diverge post-it sessions
My experience of design is that clients want it tomorrow, ideally today; my design process is receive task > complete task (as efficiently as possible)
Design operators and startups have always operated at max efficiency, using the latest tools, cutting down on process wherever they could
What they describe as "the design process" was basically a ZIRP phenomenon, corporate bloat meant to justify headcount. Sure, it wasn't all theatre: engineering was OOMs more complex and expensive, so mockups and research had their place, to an extent
The old world begun dying in 1990 when Photoshop came out; maybe not overnight, but 2005-2025 was mostly a farce
What's happening is simply that incumbents have to move as fast as startups if they want to be competitive (ie if they want to survive), which means streamlining process, which means downsizing, which means dropping the ceremony
Everybody has to hustle now, but it's nothing now to us, we've been hustlince since
https://www.youtube.com/watch?v=eh8bcBIAAFo&t=9s