Yes, you can call it a diversion tactic because it causes the consumer to lose sight of the product as a whole.
Take a sugarless soft drink, for example. Consumers might want products that do not contain sugar, but if they looked at this product as a whole, they would see that it had no nutritious value—no vitamins, no minerals. That is not necessarily a good food choice, but because it has no sugar, the consumer may see it as a healthy alternative.