It seems to be the first in a series of blog posts about the distributed web as it sits now.

> This is the first post in a series. We’ll introduce projects that cover social communication, online identity, file sharing, new economic models, as well as high-level application platforms. All of this work is either decentralized or distributed, minimizing or entirely removing centralized control.

I do agree they're making up a term, but naming/phrasing can change/shift dialogs and the default perspective and is actually important. Whether it's a good use of their time is another thing.