I know their article is bogus, but I could see some one trying claiming this…
“Omg this peanut butter didn’t say it contained peanut butter, so I thought it was safe for little Billy. Now he’s dead and its all their fault for not labeling the peanut butter properly”
If it functions like the headline suggests;
It’s for when you’re already on the phone with them, if they start asking for your name, address and social security number the systems says “scam detected”.