I Wonder what's the reason behind all this damage creep

After a long time playing this game (since season 4) I have to admit I had a lot of good moments and also bad moments but lately, specially since the start of season 7 and way more this pre season, I stopped enjoying most of the games where I didn't have any chance to help my team come back from the first kills of the games that ended up on a lost game most of the time.

Today, I was expecting the patch notes to adress at least one of the many problems league has right now, even a little, but instead I saw what I was desperate to not see again: more damage creep.

Each patch, almost every year, people complain about champions, some feel unhealthy, due to bad / toxic kit design, itemization, towers being too weak to defend them to who should be squishy champions that shouldnt be able to survive a dive and a lot of different stuff, I was reading this kind of topics over the year and yet I didnt see a single post of Riot balance team telling us why they are not making champions WEAKER instead of stronger, towers being stronger or even why they add more damage creep, like in this patch.

To be honest, as a designer myself i'm very dissapointed, even if their reasons to make it are some kind of marketing idea, I would like to know why they keep adding damage instead of nerfing the damage. Counterplay shouldn't be snowball and more damage because not everyone has the same damage or snowball potential.

What do you think? Don't you want to see why Riot is keeping adding more damage to everything instead of nerfing stuff? Almost everything needs a damage nerf right now.