Strict is not the word
It's all absolute nonsense....the size of the bag is of absolute irrelevance. My carry on bag which I’ve take on all 30-40 long haul routes in the last 12 months has been accepted by every airline except BA out of T4!!! The bag measuring rack at each checking desk won't take my carry-on because the handle at the top of the bag doesn't retract into the bag, it sticks out roughly 1.5cm (this is the handle NOT the actual BAG dimensions).
Meanwhile once I’m through security...miraculously I can purchase anything I want at ANY size I wish...have you ever heard of such an absurdity.
I mean is that 1.5cm of handle really going to cause that much of a security risk!