People attempting coups have historically called them noncoups.

It's down to branding. Prigozhin is framing this as a fight against the military leaders who have deceived Putin and caused him to make mistakes, but he does not blame Putin himself and is leaving room for Putin to change sides.

That framing aside, this is still a coup with the goal of overthrowing gov't leadership by force.

It's all word play, total information control and fog of war; by not attacking Putin directly, they avoid upsetting the Russians that still have total confidence in Putin and maintain that possibility that Wagner could still end up in alliance with Putin anyway, like with Chechens.

Attacking the military talking-heads however, doesn't risk anything, most Russians don't really trust the entire regime anyway, just Putin.

Once Wagner have more and more control of Russia, they can just go after Putin.

This is all speculation on my part tho.

"This is not a coup" is roughly akin to "I'm not a Nazi" ... you've brought up something outside daily norms to such an extent that you're engaging in framing.

If it's not a coup, it's going to get Prigizhin killed and Wagner disbanded. So I can't see it as much of anything else.