1) Companies who are not Google or Apple like to read books about Google and Apple, pretend that they are Google or Apple, and imitate recruiting processes that come from Google or Apple. Which doesn't serve them very well, because they are NOT Google or Apple.
2) Candidates who are not "the folks who can walk out of Apple's machine learning department on Friday and into Google's on Monday" like to pretend that they are, congregate on Internet forums with other candidates who also pretend that they are, and exchange interview advice geared toward people who are. Which doesn't serve them very well, because they are NOT.