The approval process is a black box. No one outside Apple, and I suspect barely anyone within it, know why any particular app is rejected when a BS reason is given.

I mean, there are definitely legitimate ones, such as, "your app crashes when this button is pressed" or "you've included an Apple copyrighted image or an image of an iPhone in your app." Tons of legitimate and correctable reasons come down the pipe for rejections. These are usually minor annoyances that can sometimes drag on because the evaluators at Apple won't necessarily list them all at once, leaving you to submit the app repeatedly until the issues are all resolved. These cases are workable because there's usually something very specific that needs to be addressed and Apple has been better about pointing out exactly what that is. Though sometimes you have to ask and that too can take a while. In the past you might have received something like "your app includes an inappropriate image" or some similar note, leaving you to try and figure out what image they're talking about. My friend's app actually needed revisions to a number of things, including the app icon I had made him, before it finally got approved.