>Unfortunately, for whatever reason they are running it through an USB-to-serial chip instead of using native USB.
The reason is cost : you need to pay a fee[0] if you want to officially implement USB in your product.
The US is quickly becoming a wasteland of angry IP lawyers who love to stifle innovation. Pay a fee to use a goddamn plug? It's as ridiculous as if you had to pay a fee to implement 120VAC or 12VDC power.