We've seen how dogecoin that initially came as a joke gained significant after Elon musk came into the equation causing it to gain value even though it lacked unique technological advantages. Same happened for tap swap that's currently enjoying the beauty premium of the Solana blockchain and is getting all hyped up.
The beauty premium is a strategy that works in terms of branding your project in a manner that gives it an appealing reputation but that doesn't make those project feasible. Regardless of how well branded a site is or which famous person it's linked with, don't always trust it 100%. It could be Beauty and well appealing but still end up being a scam project.
I don't care how the website of a project looks like, as long as it doesn't look plagiarise, the ideas looks great and well presented as the ideas they have and the team are not scam, the rest are just secondary because this is what really matters in a project. This trend started when layer 1 became the hot thing in crypto, Solana website looks too lit and clean, same with Internet computer protocol, Near protocol looks like glass, even Fantom looks polish but what happen later isn't what we expected I think.
Webiste doesn't build ideas but we should pay attention to domains, it's very important. When I see something like Xyz, and all those penny domains, I try to avoid them as possible. In most instances, they are website for fun tokens and nothing serious but they looks fine with empty details, some of them even have ideas stolen from one projects or the other just to scam people.