> The term has kind of degraded

I have to disagree. It's the same thing that happened to terms such as open source. It's perfectly clear what it means but marketers intentionally attempt to mislead people for the sake of their own bottom line.

> but the data is in the clear on your phone, then by this definition, it is not E2E encrypted.

False. E2EE is centered on a given user. So long as the phone would be viewed as "yours" (ie inside your personal security boundary) by a reasonable person then it is clear that the data is E2E encrypted.

As the sibling comment notes the common issue is providing a web interface. It isn't so simple to have a remote server dish up a nice UI with lots of convenient functions while only decrypting the data on the client side. It can certainly be done but it requires developers that know what they're doing and management willing to budget for it.