To me it's what's on the outside . Cookie cutter sites are the ones that use that same old layout that Wyldesites first made popular years ago, one girl on each side, low opacity image background, list of features in text and at the bottom three buttons, members, join and tour. then 3 or 4 tour pages using the same template.

Having the same content on the inside for several paysites isn't where the cookie cutter phrase came from, I think it came from the look of the outside.

Cookie cutter sites are out of style in my opinion.