We're well-past Web 2.0. We're in Apps.0 now.
Snapchat is the king of this shit. They release a video of new features and push it out to all users. There is no description of how to use the features, or when they will be added, etc. You basically have to try touching, swiping, pinching, groping, and otherwise molesting every element of the application in order to find the features.
The same goes with Google. They insist on hiding shit behind swipes. If you see something you now have to try touching it, long touching it, swiping it up, swiping it down, swiping it left, and swiping it right in order to figure out what you can do with it. For example, a recent update to Google + Locations added the ability to start a hangout with someone from the map, You find the person on the map, touch their icon/pin and then...? Swipe their name (at the bottom) to the side. There is zero indication that this is possible. You just have to know it.
And don't even get me started on that shitty menu icon Google uses (and everyone else copies). Three horizontal lines does not mean "Menu".