I was working at Google in the mid 2010s when Larry Page was at the helm and company leadership still listened to employee voices. There were enough internal memes calling for an end to the "not now" pattern that leadership mandated from the top down to remove all instances of it throughout Google products, and indeed for a while, it was mostly gone.

Evidently, it is now back as strong as ever. Either the metrics tanked enough to reverse this policy, the new generation simply forgot, or they never intended it to be permanent policy and only temporarily implemented it to appease the original outcry.