"Ultra processed" is headline friendly and can steer people away from things.
This is health marketing for the masses.
The average 50th percentile IQ person has a finely tuned bullshit detector. When they sense they're being lead by an author or speaker toward making a certain decision, or feeling a certain way about the set of facts surrounding a current event, it makes them lose trust in the speaker, writer, and the institution they represent.
People have everyday experience with this, for example the moment they realize the person in front of them is shamelessly trying to sell them a car, timeshare, etc. and likely does not have their best interests in mind. You immediately stop believing a word this person is saying. Contrast this with, say, the guy behind the counter at your favorite hardware store who you trust is trying to get you the right solution for your needs.
The problem is when the speaker is an SME in a public service role. Trust in media, government, scientists, the academy, is low for good reason and it's causing huge problems in American society.
Most people are, in fact, not stupid. If you educate them on the facts, don't project false confidence about subjective or uncertain things, and basically talk to them like adults, we will have a more educated society with way more trust and tolerance for evolving science.
Why should someone believe you if it isn't based on science?
Many people (myself included) read health headlines, read that everything is causing cancer, that everything is simultaneously bad/good for you, and just tune this out altogether.
I just rely on normal intuition 'maintain a healthy calorie budget and keep greasy foods to a reasonable level' and treat all other nutrition advice as superstition, hearsay, and noise.