Yep. I got the same type of response when I was a Protestant and went to a college affiliated with my group. The official stance was that we were not a denomination, but rather a "movement" (and they predated the whole non-denominationalism stuff by quite a while, I think). But the professors there pretty much called that bull and admitted that, yeah, we were a denomination, why not just admit it.
"What denomination are you?"
"Oh, I'm Baptist."
"What denomination are you?"
"Oh, I'm non-denominational."
Seriously, I have seen forms that ask you what denomination you are and one of the options is non-denominational (thinking the form when you get dog tags in the Army). So essentially anybody filling the form out was admitting that their denomination is non-denominational... just saying