I completely agree with this. lots of sites are “accessible”, but confusing as hell.

When we are talking to technology companies like Microsoft, Google, Apple, Amazon and others we need to move their focus away from "compliance" and talk about "usability". It isn't enough to be "compliant". Often this doesn't mean anything in the scheme of things. The true test is how usable is the technology we are buying and using in the market. Let's turn up the heat and hold these companies to account to ensure that not only are things accessible but they are truly usable.