Has anyone rebuilt an account around intent themes rather than match types?

Following on from something I was chewing over last year about what the ad group is even for now. The conventional structure separates by match type: an exact ad group, a phrase ad group, sometimes a broad one, all containing the same underlying words. That made sense when the match type determined the bid and you wanted different bids for different degrees of certainty. What I am considering instead is a structure where the split is by what the searcher wants: research intent, comparison intent, buying intent, support intent. Match types would be mixed inside each group and chosen per keyword based on how confidently that phrasing signals the intent, rather than being the organising principle. The advantages I can see: the ad copy in each group can actually speak to one mindset, the landing page choice becomes obvious, and the reporting tells you which stage of the journey is failing rather than which match type is cheaper. The disadvantage I can see: everyone who ever inherits the account will be confused, and every audit template in the industry assumes the other structure. Has anyone actually run this for long enough to say whether it holds up? I have talked myself into it twice and out of it three times.