The word "natural" is the problem. "Natural" to apply to a movement or to a way of production was likely selected (by whomever, I don't know) for its connotation and not for its accuracy. Maybe good marketing, but certainly useless information.It's not useless information. It means something. As much as "pinot noir" or "Chambolle-Musigny" mean something. None of the three terms tells you exactly what has been done and what you are going to get; far from it. But they're useful, and helpful, and descriptive to the extent of their ability to be any of those three things. And they are all also, in their own way, "marketing." We deal with this sort of definitional and intentional ambiguity all the time in wine, as I believe I just wrote a few weeks ago, and there's no good reason other than sheer obstinacy that "natural" should be required to submit to unprecedented scrutiny in this regard.
When a winemaker utters the (in)famous "my wine is made in the vineyard" cliché, and putting aside the cases in which that phrase is used either cynically or with premeditated deception, what's the most sensible reaction to an honest use of that phrase?
1) Start objecting that wine can't actually be made in the vineyard, that there's no fermentation vessel, that there are no bottle trees in the vineyard to catch the miraculously-fermenting grapes, and so forth.
2) Understand the conversation for which the phrase is long-standing shorthand: that the qualitative influences on the wine in question are preferentially agricultural.
I submit that the non-Asperger's answer is #2. Anyone using the phrase honestly already agrees that, yes, they have to actually get the grapes into the winery and do stuff to them, or there's no wine being made in or out of a vineyard. There's no need to revisit the entire history and science of wine every time someone is trying to signal their intent with a helpful shorthand phrase, examining each assumption to make sure it doesn't indicate wobbly doctrine. They know what they mean by the phrase, I know what they mean by the phrase, and I cannot conceive that any knowledgeable observer doesn't know what they mean by the phrase.
The same is true for "natural." I think, with the body of work and theory that exists, it's three sensorially-deprived monkeys on a t-shirt to keep insisting that people who make and drink the stuff don't know what's being signaled and shorthanded.
Would I prefer to go back in time and Napoleonically order them to use "anti-interventionist" or some other similarly-questionable phrase? Probably, though I don't think it would have saved much grief in the ensuing arguments, a rather large number of which are disingenuously presented by those whose economic interests are highly interventionist. There are some other terms I'd like to get rid of while I'm busy being the Emperor of Wine Terminology.
But that unbagged cat is already riding the barn-fleeing horse into the sunset. It's the term we've got. And if you show me a Riffault Sancerre and a Bourgeois Sancerre and tell me that the former is a natural wine and the latter is not, what I expect based on those descriptions very much matches up with what I will actually get. The same is true for many such contrasting pairs, and I would love to hear from anyone familiar with both wines that thinks they do not have similarly differentiated expectations, because I suspect such a person doesn't exist. That's a demonstration of utility right there, and thus the term is not useless information. Insisting otherwise is baseless.