Yeah, but for a lot (perhaps most?) businesses, their offerings are somewhat nebulous and their logos can't rely on well-tread iconography. How do you represent legal services in a logo? How about high-end Asian Fusion food? Medical certification services?
Legal services: with a scales
Asian fusion: fruit segment & chopsticks
Medical certification: equal-armed cross overlapping a document
This took me about 20 seconds, and I don't work in design. They all seem very obvious to me. I actually think most small businesses are pretty focused compared to tech startups.
high-end Asian Fusion food? You're being way too specific in your requirements for a logo, if you need the logo to unambiguously describe the company to that degree.
