I'm not sure what gold standard you are referring to (or the article or the paper - https://www.nejm.org/doi/full/10.1056/NEJMoa2208375).
Double blind studies require there to be data. An invitation doesn't speak to the effects of Colonoscopy screening at all, while simultaneously adding a confounding variable about participation. The data is about the effects of offering screenings, not the effect of those screenings, per se.
Lifelong data is the gold standard for questions about mortality and most Colonoscopy randomized trials started around 2010 (hence this very early 10-year study, which I would say is premature).