Yep. It sure is. Know how spammers that don't run afoul of the CAN-SPAM act get really salty when you call their spam spam? The is the same sort of wordsmithing. By arguing that this identifiable information doesn't fall into the the "personal" bucket, they want the public to think what they're doing is A-OK.

They use weasel language to suggest following a standard of what "personal" data is means everything on the "not-personal" side is perfectly normal operation the consumer doesn't have to worry about. All while trying to derive as much personal information as possible from the not-technically-personal data.