LAX-ZIH

However stop saying direct flights...it's non stop. direct can stop in 10 cities as long as flight number doesn't change

You are entirely correct. 'Direct' instead of 'nonstop' has been misused and abused for many years. However language is malleable and everchanging. The more 'direct' is used, and most people are doing just that, the more acceptable it becomes and it eventually becomes the norm.