Non-profit simply tells people what the incentives/motivations are or are not.
The average for-profit company can't be trusted/expected to do what's best for anyone outside the profit structure (e.g. users or the public at large). Of course you can have exceptions in either direction, but on average for-profit orgs will likely be willing to fuck over anyone else to increase profits - intentionally or not - because profit growth is literally their purpose.
'Non-profit' advertises that you don't have to worry about that specific, powerful motivation of the org contending with your best interests.
The average for-profit company can't be trusted/expected to do what's best for anyone outside the profit structure (e.g. users or the public at large). Of course you can have exceptions in either direction, but on average for-profit orgs will likely be willing to fuck over anyone else to increase profits - intentionally or not - because profit growth is literally their purpose.
'Non-profit' advertises that you don't have to worry about that specific, powerful motivation of the org contending with your best interests.