That's a fantastic description of the business model a guy I know runs his plane tours under. He likes flying. He doesn't earn enough to justify flying just himself around in circles every weekend. So what he does is take people up with him on scenic tours. No real room to grow. He's not competitive if he tries to start scaling and actually completely cover pilots, planes, and the advertising required to keep them busy. But he keeps his hobby mostly cost neutral through word of mouth.

What it is not is a good term for any business that doesn't take VC. There are many businesses where the primary objective is to grow and make lots of money but where VC doesn't make sense. It's probably most businesses. So when someone calls a business a lifestyle business simply on the basis that the market isn't big enough to warrant VC, it's insulting to a large swath of business owners and generally a case of unwarranted elitism. Like if Zuckerberg was looking at businesses earning tens or hundreds of millions a year and went "how cute, lifestylers" it'd be shitty but at least he'd have the success to back it up. Mostly on here you see it from people just leaching off the success of their industry. They earn hundreds of thousands but use their position in tech to look down on people pulling in millions.