One made up example that attempts to embody the complaint: If I visited a site dedicated to hamburgers today, I would not be surprised if the "Log Out" button

One made up example that attempts to embody the complaint: If I visited a site dedicated to hamburgers today, I would not be surprised if the "Log Out" button was presented as an image of a hot dog. It would be a mystery to me what that hot dog did until I clicked on it. Compare this to 90's UI, where it would pretty much be unheard of to do something like that. It would have been a joke, or a novelty. These days that sort of ambiguous interface isn't presented as a joke or a novelty - it's the real product.