Yes, intentionally hidden.
I suppose that this could be considered shameful, or it might be considered a smart tactic, but in either case, what you reported is true and is gaining ground.
In a time of declining memberships, these churches think that looking non-denominational, even when they belong to a denomination in the strictest sense of that word, will attract the people who have the idea that denominationalism is confining or too militant or something else that they think they oppose.
A while back, denominational congregations began dropping the denominational name from the local title. Thus, Mount of Olives Baptist Church became just Mount of Olives Church with, maybe, something about the affiliation following in small letters. And more recently, the idea is to just name the thing some nice word, like Victory Church.
As for the doctrines, often the published ones are reduced to a handful of the most obvious, such as "1) We believe in the Bible. 2) We believe in Jesus Christ, our Savior," and several others that would offend hardly anyone other than a committed atheist.
This doesn't mean that the church is actually without any more specific doctrinal position, but when the church represents itself to prospective converts in the deliberately vague way that we've both described, it allows the pastor to make his personal beliefs, whether they be quirky, heretical or orthodox, become the unofficial stance of the whole church.