exactly, it's just a marketing gimmick. to me, if you say you are KYC free, that should mean you don't enforce KYC ever. and as you said, every reputable casino has the same KYC terms, but they don't advertise themselves as KYC free.
hypothetically speaking, what's stopping the casino from hiding behind "you breached our terms" without providing proof that the player DID breach the terms?
we have seen this happen many times with other casinos using the same excuse to ban players and deny wins.
Users have to know that as big companies, casinos have to obey to currently existing laws and regulations to make sure of safety and legality of their business operation. It is most important thing for their company existence legally, so KYC or not, if governments want KYC, companies will follow it.
At bigger scale, we have big examples like Google, Facebook that under pressure had to censor and bias their search result or on posts of their users on social media. If a company advertise as no KYC platform, but in terms of service, there are some points mention about special cases of KYC implementation, it is surely not a non KYC platform.
Users have to understand about KYC policy, its risk and common practice on many centralized platforms to comply with government regulations, so that they can make better decisions to asses and use a platform with or without KYC.