If i've understood the question of the paper correctly, my answer is simple: we induce "semantic categorisation" into (non-semantic) data structure.
In otherwords: we do not take random pictures of dogs (eg., at a zoom of 1000x on their skin); we make them subjects of photographs (and so on).
We exploit non-random non-semantic structure in communication as a kind of "helpful meta-data".
In ML the answer is always just "the data generating process (us) gave the data those properties" -- I struggle to see why so few people in the space fail to mention this
I think it's highly doubtful anything in ML (, modern AI) would work if pointed "open-camera" at arbitary parts of the world. The trick is always: we hold the camera.