[scrollaway]

I suspect at least part of it is sites being sold to companies by contractors who use the same tricks as mediums: be generic, make vague statements that apply to anyone.

Contractors are the least well positioned people to know how to describe what a company does. So when the company calls them and asks them for a rockstar ninja site, they get generic stuff and execs go "oh yeah, that's such a perfect description of what we do" with no regard for those that might not already know.