To add to this conversation, I can say this holds true for my experience this year.
I am someone who tried applying to PhD programs with just a bachelors degree. I've been rejected from everywhere so far, except for USC. They asked to redirect my application to the masters because they thought I needed more experience in the field and then waitlisted me (oh the pain).
Does anyone know of masters programs that try to full fund you? Need to reevaluate my plan for next year, sigh.