Allow me to clarify...
* Are all schools that have non-traditional elements in it "McDojos"? No.
* Do all McDojos have non-traditional elements? Yes.

These superficial elements really have no bearing whatsoever on the quality of a school, but a lot of people still believe that they do, and thus use it to quickly judge that school. But more importantly, and this is the point made in the video and text links, there are dangers in training in commercialised franchise schools, as it arms students with a sense of false confidence that they can defend themselves.

Check out this article written by a man who reached 3rd Dan black belt in a martial arts school which he now calls a "McDojo." A friend of his who trained at the same school and a fellow black belt, was brutally bashed a result of his poor training that was more concerned with making lots of money rather than actually teaching students how to defend themselves.

One of the things that he says towards the end strikes me as being quite poignant:
You know, that first black belt just isn't as attractive anymore. I just want to be able to defend myself.
There's nothing wrong with having belts or uniforms per se, but they are just superficial elements of a martial art. They're like covers on a book -- nothing wrong with having a nice, beautiful cover, but ultimately it's the content that matters.

P.S.: As a counterpoint, just because a school doesn't present itself with non-traditional elements and just because it isn't a McDojo doesn't necessarily mean that it's good either. I've trained at a school that didn't enforce a uniform, had no belts and didn't enter competitions and was teaching a completely legitimate and historically authentic martial art... but it was still terrible because the teacher just sucked. He knew his stuff, but was just hopeless at teaching it. Just because someone's good at something doesn't mean they can teach it (if this were true, then every native English speaker would be a qualified English teacher ). Teaching competence is another super important factor, but that's beyond the realms of what the video and text link were talking about.