What they are doing is subtle and clever and most people don't see it so please don't be offended. There is a nuance here, my friend, and it is, I believe, designed to be missed.
The winner of the College Football Playoff National Championship, is the CFP National Champion, not the NCAA National Champion (there is none for D-1 football and that is the whole problem). It isn't false advertising, we ARE getting what they are advertising. It's a subtle but huge difference and the reason why I'm not in favor of suing CFP Administration, LLC.
Only the NCAA can confer a collegiate national championship on a team or athlete and that's not what happens here. I doubt the NCAA have the integrity or will-power to take control and it may be too late in any case since they have never, apparently, thought of deciding the champion on the field. If conferences or universities sue anyone, it should be the NCAA for dereliction of duty, negligence, or something of the sort.
The fact that people believe the CFP Champion is the Collegiate Football Champion is proof of the very cunning way they have marketed this farce since its inception.
Here's some history just because I like history. From 1926 to 1940 a formula created by University of Illinois Professor of Economics Frank G. Dickinson, called the Dickinson System, was accepted by most people as authoritative. I can't find that the NCAA ever gave an opinion. The AP published one poll in 1934 but not in 1935. In 1935, the Dickinson System found that 12-1 SMU was the national champion by a slight margin over #2 8-0 Minnesota and by a wider margin over #3 9-0 Princeton.
Apparently the AP sportswriters disagreed so the AP published a poll and, surprise, surprise, Minnesota came out on top. The AP started doing weekly polls for the 1936 season. The Dickinson System soon died and for a long time everyone seemed happy with the AP and, starting in 1950, the UPI polls.
Then in 1984 BYU (13-0) is #1 in both polls by healthy margins. The last time a school not in a 'Power' conference was voted national champion was Army in 1945. The Holiday Bowl invites #4 Washington to play #1 BYU (#1 the last 3 weeks of the regular season) and they said "No, thank you". UW went to the Orange Bowl to play #2 OU and won the game but not title. Seems like they gave up a national championship for more bowl money, lol.
The Power Conferences, Notre Dame, and 6 Bowls formed the Bowl Coalition to prevent THAT from happening again. The Bowl Coalition morphed to the Bowl Alliance which morphed to the BCS which morphed to the CFP.
So, there are 33 years of history behind not allowing some upstart football team to ruin the party and to hold on to the power and money. The same Cabal runs the CFP and they are very careful with the language they use. The CFP was very well thought out, not to crown a champion, but to keep BYU, UH, UCF, USF, Boise, et al. from challenging. It's like watching a magic show. The CFP championship is the distraction so you don't see how the magician does his trick.