Why does everyone call every variant cover a '1:25' when it's not?

I was at my local shop in Portland on Wednesday and this guy pointed at a regular foil cover and told his friend it was a 1:25 incentive. It clearly said 1:10 on the bag tag. I see this mix-up all the time online too, especially with Marvel and DC books. Is it just people not reading the packing slip, or are shops purposely labeling things wrong to move stock? Has anyone else noticed this at their store?

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