In the FDA's opinion genetically modified organisms are pretty much the same as those created by Mother Nature, and therefore special notification just isn't required. Phil Lempert wrote a piece for IdeaBeat a couple of weeks ago in which he said that this was a bad idea. Actually, it doesn't really matter what my opinion is. The consumer is going to feel lied to. And that's bad for business, whether you are a retailer or a manufacturer.
Consumers are remarkably intelligent.
Give them good information well presented, and they'll actually make informed decisions. But apparently in this case, that's not good enough. This is wrong. Worse, it is just plain dumb. It plays into the hands of extremist groups that are messianic in their opposition to GMOs and biotechnology.