Labeling laws are to blame.
I haven't done any recent research to see if anything has changed (there have been a lot of complaints) but here's one of my posts from a few years ago.
"Ruhlman has got it wrong, at least partly, he insists that some packers of naturally "cured" products are trying to deceive customers. That's incorrect...they are simply following labeling laws, it's not some hoax.
The link again.....
From the blog post above........
"It’s my belief that companies advertising their products as “nitrite-free,” are either uninformed themselves or are pandering to America’s ignorance about what is healthy and what is harmful in our foods. In other words, the term “no nitrites added” is a marketing device, not an actual health benefit."
They're not uninformed, pandering or using the terms as a sneaky marketing device, they're doing what the 'rulers' at the almighty USDA tell them to do as far as labeling goes.
From USDA materials.....
"The USDA currently does not recognize naturally occurring nitrates as effective curing agents in meats, so if using Celery Juice Powder for products being sold to the public, the end-products must be labeled "Uncured"
"Bacon can be manufactured without the use of nitrite, but must be labeled "Uncured Bacon, No Nitrates or Nitrites added" and bear the statement "Not Preserved, Keep Refrigerated Below 40 °F At All Times" — unless the final product has been dried according to USDA regulations, or if the product contains an amount of salt sufficient to achieve an internal brine concentration of 10% or more, the label does not have to carry the handle statement of "Not Preserved, Keep Refrigerated below ___" etc. Recent research studies have shown for products labeled as uncured, certain ingredients added during formulation can naturally produce small amounts of nitrates in bacon and, therefore, have to be labeled with the explanatory statement "no nitrates or nitrites added except for those naturally occurring in ingredients such as celery juice powder, parsley, cherry powder, beet powder, spinach, sea salt etc.""