I don’t think they’re masquerading, they have what to sell you and in many cases it’s a valuable product by (or set of products that fit well together). Is it objectively the best for you? Perhaps not.
When someone sets up a meeting with me representing "***** Financial Services" and starts the shpiel with a whole life policy for myself, my wife, and my toddler, i don't think they really know about financial planning. They know about expensive policies that pay massive commissions. Or the "FA" who tried to sell me a leveraged whole life policy before I even had an IRA or 401k etc.
If they come in as insurance sales men it's one thing. But don't represent yourself as a FA if your not.