There are many products that could use the label milk if they choose to. Like I said it's about the ingredients. No one calls a moisturizer gimmicky just because it uses the term moisturizer and not leave-in. Ultimately what label a product uses is up to the company. Setting sprays, hair sprays, gel, curl creme, puddings, butter, leave-in, conditioner, moisturizer...there is more than one way to skin the cat. Some of these products overlap and some are dramatically different. Personally I think the consumer is smart enough to figure out a moisturizing non rinse out product is = to a leave-in. I also don't believe it's the intent of the company to deceive anyone. But that is simply my opinion. I don't layer tons of product in my hair. I use the bare minimum of what works. I think that is what everyone is trying to do.