You do realize that there is no such thing as "RTX" ray tracing? It's all done using APIs and to my knowledge, there's nothing inherently tying any game to being exclusively RT-enabled on an RTX card. (Disclaimer: Wolfenstein: Youngblood, which used Nvidia Vulkan extensions prior to the official VulkanRT availability, is sort of an exception. I'm not sure it ever allowed for using RT on anything besides Nvidia RTX cards.) You might as well try and claim that "RTX" stands for Ray Tracing Xceptionalism or something. RTX, like GTX, is a brand that has no literal meaning.
What does RTX branding mean, then? It means a graphics product that has RT cores and Tensor cores. Since DLSS is locked to Tensor cores, it absolutely means that a game with DLSS support is RTX On. This is a case of the "pretty much everyone" you speak of being wrong. It's like the people that say a game uses RTX when what they really mean is that it uses DXR or VulkanRT. RTX is not an API and never has been. In fact, an "RTX-enabled game" would more properly be considered a game that uses DLSS, which is exclusive to RTX cards, rather than DXR/VulkanRT, which are not exclusive to RTX cards. But in that case, Nvidia has messed up its own branding since it often uses RTX On to show off games with ray tracing and DLSS.
There's an interesting question: Has Nvidia ever done an RTX On / RTX Off video where it's only showing DXR On / DXR Off and not DXR + DLSS On / DXR + DLSS Off? I'd guess it probably has, but I'm not going to go searching for examples. All the recent videos I can think of have clearly had DLSS running, and now it's with DLSS 3 even. That is where I get frustrated, because showing 120 fps DLSS 3 vs. 30 fps without DLSS at all is super misleading.