Something not tainted by fruit, chocolate, etc
Chocolate notes from roasted malt has been a standard ingredient for centuries. As has aging lambic beer on fruit.
Even if we take just traditional beer styles, we have:
Lager
Bitter
IPA
Mild
Porter/stout
Lambic/Gueuze
Gose
Berlinerweisse
Wheat beer
Bock
Dunkel
Lambic
Kriek
Dubbel
Tripel
Quad
None of those taste the same, but they all taste like beer.
Nothing wrong with breweries pushing the boundaries to elevate flavours and create new and exciting beers.
Novelty creations such as the pepperoni pizza beer or whatever should be taken for what they are. A daft bit of fun. Take it or leave it.