The Kings may have made a public statement saying that they would accept blood for their little boy, however, their intial decision to pursue proton beam therapy could very well have been influenced by their noblood beliefs.
http://www.proton-therapy.org/pr03.htm
This form of therapy is called "bloodless surgery" because it leaves vital organs and healthy tissue near the tumor unaffected.
Note that the birthplace of proton beam therapy is the same as where 'bloodless' surgery first got its start in the States (stomping grounds of Lapin et al):
Back in 1990, when Loma Linda University Medical Center first began treating patients with proton therapy, it was called the future of cancer treatment.
And, proton beam therapy, according to that article, carries the exact same label as has been applied to bloodless medicine and now, to blood management..."the golden standard":
...and is looked upon as the "gold standard" of treatment
I think there is more going on to the story than we are told in the media. I think that the King's decision was affected by the WT's preferred medical procedures and was pushed to them by their HLC as the avenue to pursue.