It is a very ugly term; 'eat what you cook' is clearer. The point is that rather than theorising about 'what people want' you should build tools that solve your own problems, and practice with your own site first.
This was important early on in Indieweb as there are a lot of people proposing that online social networks should work in a specific way, and demanding others change; building something you use daily yourself is a better basis for discussion.