While this is true, for many customers who aren't technical (in a computer sense, since they may have significant highly technical expertise in another field, such as agriculture), "tech" (meaning computers) just means what we'd call anti-features since from their vantage point everything with a computer (or with "tech") isn't respecting their ownership rights. And, even among people who understand the distinction, there's a reasonable expectation that computers embedded in products that don't specifically market otherwise will have such anti-features.

So, even if computers in and of themselves are completely valid in such product categories saying "No Tech" (which means "no computers") is a great way to market to people who really just want to avoid anti-ownership anti-features.

Lastly, I find it mildly amusing that a tractor (which is very clearly a form of technology, in the traditional definition of the word where fire and printing presses are technology too) is now being marketed as having no technology.