I hate SA Cherry Wheat too, because they're clearly using some sort of crap LHBS-type flavoring to get that cough syrup thing. Aside from that, real cherries (or puree) turn a beer deep brick red color(and actually taste good), not the pale gold/amber color of the SA, which is the smoking gun . So I guess if you add a couple Bing cherries to 1000 bbl then you can claim that you use cherries. BS. I've made cherry wheat beers for my wife using fresh cherries, Oregon puree, and tart cherry concentrate at different times, all of which were vastly superior to that fake, artificial crap, and actually had the color you get if you use real, actual cherries - ie., vibrant, deep red.
EDIT - Founders Cerise is an example of a pale cherry beer that is legit. As much as I could enjoy any fruit beer, it is pretty good. Kriek level cherry, minus the bugs.