I believe your are right about the xscale options. These are regular axes to use in plots. If you want your data to show up as a straight line, change your data in stead by taking log of your x-values, when you plot. Just remember to change xlabel accordingly to show what you have done.
E.g.
plot([1,10,100],[3,2,1])
set(gca,'xscale','log')
xlabel('x')
can be shown as
plot(log10([1,10,100]),[3,2,1])
xlabel('log10(x)')
EDIT:
You can alter XTick and XTickLabel manually like this in stead
set(gca,'XTick',log10(x))
set(gca,'XTickLabel',{'10^0','10^1','10^2'})
Answer from Solstad on Stack OverflowI think this can answer your question. https://youtu.be/2s3aJfRr9gE?t=284 Claude Shannon was using bits (log base 2) because he was using the uncertainty of a fair coin flip
I would wager for the exact same reason we use base 10 for common log, the nonfractional part tells you the length in bits (for base 10 it tells you the number of digits). Not to mention the fact that computers generally do math more native in binary. As is mentioned in the comments, all logarithms are just a constant multiple of each other, so it is really up to taste.