One of the side effects of Responsive Design is that many sites look similar. Some see it as a lack of creativity, precisely because of the flourishing fixed templates.
What many don’t realize, however, is the benefits that mature UI patterns bring. There is no real reason to reinvent the wheel. Users want to get to content that is of interest to them quickly, and they want to do that through an environment that is as familiar as possible, as well as navigation elements.
This increases the UX and leads to decreasing bounce rates of the offer.