ETTR just muddies the waters here. Some of the effects are similar, but ISO-invariance is a completely different process. I think you cross-posted with my late edit above.
With 'conventional' sensors, applying signal amplification at sensor level by raising ISO (before it is locked into the Raw file) produces far better results than doing it in post-processing. No debate on that. What true ISO-invariance means is that brightening (applying signal gain) in post-processing is just as efficient as raising ISO in-camera. Plus there's the additional benefit of bright highlights not blowing nearly so readily.
This is very new, emerging technology with a few things still to sort out. Also, I think manufacturers are being cautious about it, despite the very real advantages, because it drives a coach and horses between the way we would shoot Raws to exploit ISO-invariance, and shooting to JPEG that can't benefit from it. That would just cause huge confusion and misunderstanding that might back-fire.