My guess is that these publishers have not read the glossary to the standards. The Grade 3 standards call for fluency with multiplication within 100 (3.OA.7), knowing single digit multiplication facts from memory (3.OA.7), and multiplying single digit numbers by 2-digit multiples of 10 (3.NBT.3). Multiplication within 100 is defined in the glossary to mean “Multiplication or division of two whole numbers with whole number answers, and with product or dividend in the range 0–100.”
So that excludes all two-digit by two-digit multiplications except 10 x 10. And it excludes the more difficult single-digit by two-digit multiplications.