I find the use of affectation interesting. A few years back the same could be said about the push to larger.
So much really depends upon the size of the person wearing the watch ... whether it's a dress or casual or sports watch ... and the personal style/personality of the wearer. It's probably good to have a range of sizes. But yes, some makers who are famous for big and extra big will just remain there.
I agree there is room for a wide variety even for the same person.
I just think it’s gotten to the point of affectation when every new watch is met with a chorus of “this would be great if it was 36mm”. I also think a lot of people seem to think all watches should be made for their wrist alone (this goes for both big and small).