All of our users so far (literally) complained that Phabricator uses "weird" names for the applications ("Phriction" instead of "Wiki", "Diffusion" instead of "Repositories", etc) in the main menu, which they found confusing. Thus it might make sense to make `phabricator.serious-business = true` installations use a "plain english" translation of these names by default.
Possible solution: Locally, I created an additional translation of the most common strings confusing users: P1821.
Observed effect: New users after this point did not complain about not finding the desired applications.