close cousin to this problem is lack of clear login area. Take Evernote for example, home screen has all of it's homepage taken with big photo, plan explanation

close cousin to this problem is lack of clear login area. Take Evernote for example, home screen has all of it's homepage taken with big photo, plan explanations, sign up form. But for existing users ? there's a tiny hamburger icon up top which you have to click to reveal the "sign in" link which will then finally give you the login form. This is so frustrating my only possible understanding is "f existing users since we already have their money"