This is one of those cases in which the people most-likely to object to the advertising are those aware of the ad's meaning, who therefore don't see it as a misrepresentation.
Sets that generate the image directly using LEDs or OLEDs are not perceived as having fundamental advantages *, so even if the display is incorrectly called "LED", rather than "LED backlight", it is not seen as misleading.
Does that make any sense?
PS: Samsung's Website calls it an "LED TV" -- as distinct from "LCD TV" -- which is at least confusing.
PPS: I've seen it in Fry's, and was not particularly impressed.
- Other than being able to display a "true" black.