That was the popular style of the time and a lot of the superhero books were drawn to fit in with the times. It is not fair to say "everything" in the 90s looked like that. Valiant comics, for instance, were hugely popular and focused more on story than on art. They didn't release anything that had that Liefeld-esque look. A case could be made that most of the stuff Marvel was putting out looked like that, and Rob Liefeld at Image had an entire studio full of guys told to draw like him, but this was certainly not the only style out there at the time. Look at work from guys like Dale Keown on Hulk then on his own book Pitt (when he got around to putting one out), Mark Bagley, Romita Jr, the above-mentioned Darryl Banks run on the Kyle Rayner starring Green Lantern book, and plenty of other examples. Someone else mentioned it, but DC put out very little stuff with that artistic "style" ; it was mainly Marvel and Image, plus the copycat indy books and small publishers around during the time.
I get what you're asking, but it's a pretty broad generalization. The reason is that sales figures on Liefeld's books were dwarfing just about anything seen before or since due to the energy and imagery on his pages (artistic merit and quality are another issue, but that period was very much about "image" and style over substance) and a lot of people thought copying that style would sell some more copies for them. It didn't really; it only served to contribute hundreds of very inferior looking books to the quarter bins of stores, swap meets, boot sales, flea markets, and the garage sales the world over for decades to come.When the newness wore off and the frenzy died down people realized they got sold a lot of polished [poop] with shiny covers and the "age of the artist", as it was called, gave way to the era of the writer. This is why, even though books look overall better than ever from an art standpoint, the writer is still the one who's name is mainly used to sell books.
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