NM sheath is required to be flame retardant. As for the photo, I'll chalk that up to advertising hyperbole.Looks like it's plenum rated too!
These pictures all remind me of Amazon ads for Chinese products. Usually for speaker cables and the like with CCA conductors. This roll is about $100 less than what Home Depot charges for U.S.-sourced NM of the same gauge and length. Seems fishy.