Another possible, and likely side of the story:
We have no real idea what Hornady hears from customers about "bullet performance", but Rokslide-ish hunters are a relatively small minority of who they hear from.
Imagine Hornady says, "ELD-M bullets generally kill fine, but don't expect to find much or any bullet left when field dressing the animal. Also, we don't test ELD-M lots to verify terminal performance, so your results might vary, we can't really say".
Most hunters aren't paying attention to that. If they pull a bullet out of an animal, they expect to see something like this.
How many times have you heard people online say something like "...and look at this beautiful mushroom! Perfect bullet performance!"
Now, when most hunters find something like this:

We hear things like "Look! This bullet completely failed! Complete core-jacket separation with just a fragment of the jacket remaining. This bullet almost completely disintegrated. I'll never use these bullets again! Hornady bullets suck!".
Even though both bullets were pulled out of the offside of moose, both killed with a single shot, with the latter actually being the more "impressive" kill of the two.
I'm guessing that guys who buy bullets like Bergers know what kind of performance they're buying. I think most people buying Hornady bullets are problably expecting to find a "perfect mushroom", if not they're disappointed in the performance and shout it from the roof tops. We even hear that on Rokslide pretty frequently, despite the massive amount of results to the contrary.