Yeah I believe it is a term the CEO coined more for marketing purposes, though I got what it meant it was also the sense of sophistication that I have always associated with the term. Also we’re not talking about High-Level Design which is more related to strategic design thinking.
So can we call it an exclusive and artistic approach to creating objects of simple functionality that could also be made with low tech materials and processes?
Droog Design would then also be a good example.