This is a long-standing practice in this industry (see: Hide or Show Models on Quotes - Integrator Statistics) but I can't really understand it as a buyer.
I recently bought a refrigerator. No appliance store that I looked at tried, in any way, to hide the model numbers. The whole thing seems comical if they did. I am not trying to be an expert in refrigerators but I obviously want to know the make and model so I can do some basic checking on things that are important - details on specs, trends of user reviews, performance/reliability claims, not made in China, etc.
If refrigerators were quoted like many surveillance systems it would be:
Super Cool French Door Refrigerator 20 Cu. Ft. $1,000
And then you would risk it showing up and later realizing it was junk or way overpriced or whatever.
Here is from our 2017 stats, so approaching half do this:
By virtue of this being common, evidently many buyers are ok with this. Why? And would you if you were a buyer?