Payment messages carry structured fields identifying the parties. Screening systems read those fields. Stripping them, or replacing a name with a generic reference, defeats the screening without changing the payment.
It is among the most heavily penalised sanctions violations on record, because it is unambiguous: the alteration is deliberate, it is documented in the message itself, and comparing the message a bank sent with the instruction it received demonstrates it. Its historical prevalence is the reason payment transparency standards were tightened.