I get not physically keying: that's the whole point of the USB-C idea.
What I don't get is why the hell they didn't mandate standardized identification (at least in manuals) regarding port / cable feature compatibility. The entire point of the trademark is to use it to make things easier for the customer and promote adoption.
Make a logo for every feature (4k 60hz!), trademark them too, then mandate implementers advertise featuresets via the logos. Problem solved.