Label ingredients are listed in descending order by weight. Pretty sneaky and obviously deceptive unless you know the trick. Rice Flour, Brewer's Rice and Rice ala Ronny could also have been listed if they really wanted to be fancy. A related tactic is to use a variety of grains with different names to get meat listed first. This is slightly more valid since they have different amino acid profiles and are truly different ingredients.
Grains cost a lot less than meat.
Both also have considerably less food value. The last gimmick for now is the campaign to convince the public that meat by-products and meat are just about the same thing. Meat and fat are separated out first because they are costlier and are therefore not present in any appreciable quantity. What's left is the bones, tendons, cartilage, beaks, feet and innards. Proudly displayed and masqueraded as meat.