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I think the three lines are a representation of a menu, each line being a menu item. Using a cog actually doesn't make much sense. Too many of the symbols on computers are based on objects that have gone out of use and in fact many of the younger generation have never even seen... Like the floppy disk "save" button for instance...
That the menu button should represent a menu is much more logical, though maybe they haven't got it quite right yet if people aren't recognising it.
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