Painting your ceiling dark-why it works

I have always felt that ceilings could be painted something other than white. Why is it that people are stuck around the idea that all ceilings should appear higher? When did cozy, intimate, or appropriately proportioned go out of style? My theory is that the mad rush towards up-sizing has resulted in McMansions with massive grand foyers, enormous vaulted ceiling family rooms, and oversized everything. Why is bigger better?
Benjamin Moore soulful family room
image source
So, when faced with an oversized room that just feels cold and huge, try your hand at bringing the ceiling -down- instead of up! Thank you, deep, rich colors! (and snazzy cool painted medallion)