I think it's more about, what will they be able to claim as an achievement on their resume. None of them want to say "kept the site majestically usable in the same way so that ever larger ecosystems started depending on it", even though that's what we want.
Design and implement the UX and UI for actual distinguishing features. Or improving the settings menus, the "customize" view, adding more tab management features (adjustable minimum tab width?), et alia.