Isn't the USB mass storage spec just a pipe for sending SCSI commands?
Seagate's 3.5" Backup Plus Hub drives mask the disk itself intentionally to show itself as a different, generic Seagate device, probably to prevent people from messing with the disk settings and identifying the disk itself.
In addition to devices, the host controller has to support UASP too - in early days of USB3, it was separately licensed option.