The best analogy would be a simple web page, which usually contains hyperlinks that a client can follow to discover new information. Unfortunately, web developers' understanding of REST ends with HTML, and they re-invent the wheel, badly, every time they create an ad hoc JSON-over-HTTP service.
There is a standardized solution for machine-to-machine REST: JSON-LD [1], with best practices[2] to follow, and even some formalized specs[3][4]. To Google's credit, they are now parsing JSON-LD in search results, which is much nicer to read and write than the various HTML-based micro-data formats.
On a related note, REST has nothing to do with pretty URLs, naming conventions, or even HTTP verbs. That is to say, it is independent of the HTTP protocol, but maps quite naturally to it.
[1]: http://json-ld.org/
[2]: http://json-ld.org/spec/latest/json-ld-api-best-practices/