The 3 great games they have were not built this way. Crosswords obviously are decades old. Spelling Bee was entirely designed by Will Shortz (who mostly copied it from another paper). And Wordle was bought.
Every other game they've made I find almost indescribably unappealing. I love puzzles of all types, but it's hard to even call them puzzles. They are clunky interfaces on top of clunkier concepts which are more exercises in rule-following than puzzles to solve.