As you may already know some Cruelty-Free companies are owned by Parent Companies and majority of the time they own other companies who do in fact test on animals. While a company can still remain cruelty free this may not be evident enough for a consumer as she/he may feel portion of the sale is endorsing the parent company which test other products on animals.
Please feel free to share your thoughts, We all have our own opinions so I will state that how a consumer chooses to shop is soley based on her/his decision.