"barely noticeable" is in the eye of the beholder and seems to be selective. Even, proportional bezels are a complete distraction that must be eliminated, but taking a bite (or notch) out of a rectangular screen isn't distracting?
"Barely noticeable once you use it" isn't quite the ringing endorsement one would expect to see to describe a premium flagship phone.
The companies don't care about "more screen". They could easily have kept the screen size the same, keep the top bezel and not have a notch.
The truth is, the notch (and rounded corners) is nothing more innovative than, "
being different for the sake of being different in order to stir up attention and sales". Period. Apple isn't alone in this. They're not even the leader in it. Samsung and others have been dabbling with non-flat, non-rectangular screens as a way to differentiate themselves.
I can understand someone buying a notched smartphone because it is different, something out of the ordinary boring rectangular slab. I can. It is when people try to justify the need and superiority of the notch that leaves me puzzled.