There's a trend to make login buttons less obvious/attractive than signup/schedule a demo/etc buttons. To the point where some sites will actively discourage login. Is this because the metrics driving these sites are primarily user acquisition? Is this some UX trend I missed? I would say that it could be that designers don't expect people to ever log out, but many of these sites won't keep you logged in anyway, so you need to sign in every time you use them.