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Obviously those engineers need a refresher course in TV RF signals.
Of course the modulation and demodulated signals are digital, but the RF signal is trellis modulated and has no obvious digital component.
A sidenote is that best use of the RF bandwidth is made when the modulated signal spectrum looks rather like white noise occupying the total available bandwidth (unlike the many gaps in the spectrum as from NTSC AM modulation), and DTV modulation is randomized so that the signal looks like a spread-spectrum signal that completely occupies the band (example ATSC spectrum below, which looks pretty close to how you would draw an ideal spectrum to use the available bandwidth):
