Because Denmat, the manufacturer of Snap-On, also makes Lumineers and has them listed with FDA under Product Code ELL.
This what I meant when I said that "often it is hard to draw a straight line between a medical device's actual intended use and its intended use as articulated in the applicable classification regulation." To me (and most people, I would think, Lumineers are clearly not teeth. And yet, it seems that FDA accepted Denmat's claim that they are "substantially equivalent" to teeth. This is probably because FDA's historical vision of dental products seems to have been grounded in the material of construction "If it's made out of porcelain and you put it in the mouth, it's a tooth." Go figure. That was in 1989. What it would do if it had to make the same determination today, who knows.
What can I tell you, I personally hate the 510(k) framework, but there it is. Whether Denmat considers its Snap-On Smile product to be covered by the Lumineer 510(k) (meaning it considers Snap-On to be a porcelain tooth for the same nonsensical (IMO) reasons that it considers Lumineers to be porcelain teeth, I can't say. Maybe it doesn't think has the Snap-On listed with FDA at all. because it doesn't think Snap-On is a medical device, I can't say, either. (When I say "think," I mean this is its position on the matter, whether it really "thinks" that or not. It may really think the whole thinking is as nonsensical as I do.) There is a reason many medical device companies have never entered the US market, in spite of its potential profitability.
If you hired me as a consultant, I could spend some time pursuing the matter further, but, this is FDA, so no guarantees I could come up with "the answer," just more information to inform your company's business decision, on how to proceed when there is no answer. (How's that for a sales pitch?)
Per William's post, you can also try asking FDA for free, but there will be no guarantees behind its answer, either. And I personally have found the quality of the response from DICE to be highly variable. Or you can pay FDA several thousand dollars to get a more considered answer that it still advises is "non-binding."
Asking FDA for free seems like a no-brainer...can't hurt, might help. But it may also establish a record of what FDA told you, which some companies worry might come back to haunt them later. Some even pay consultants to ask on their behalf, so FDA won't know which company wants to know. I'm inclined to think they are overestimating FDA's ability to keep track of things, but maybe not.
Given that you don't get a guarantee from FDA even if you pay, I generally think you would get better value if you spent what would probably be a good bit less for a consultant's guidance, since they are trying to serve your interests, while FDA serves its own. Still, in the end, the consultant might advise you to pay several thousand dollars to get FDA's "non-binding" answer. I probably wouldn't, but it gets the consultant off the hook, so some would. And some just don't think all that hard about whether it really makes sense to spend several thousand dollars for a "non-binding" response from FDA, because it's not their money being spent.
And who says working with FDA regulation of medical devices isn't fun, LOL.