It is really annoying when a product is advertised and promoted as being wheat and/or gluten free, and then it isn't wheat and/or gluten free at all.
Sometimes it is because the product is processed on equipment that previously processed something containing gluten.
Sometimes it is processed on dedicated equipment but in the same facility that processes a gluten-containing product and dust in the air cross-contaminates.
Either way, when you eat such a product you know quite soon that it is not gluten free, and you never buy that product again.
Such processing is "penny-wise and pound foolish." Yeah it might save a bit in processing, but just lost another long-term customer.
Bad business decision.