Depends on who's saying it. A lot of times it's just buzz-word nonsense to make more money. But some are using it to mean bringing the game into previously underrepresented areas, like what Underrated Golf is trying to do.
I'm curious what this is going to do to weeknight 9 hole leagues. I know one of the ones I was considering joining does its scoring through the GHIN app so the option to wait to post wouldn't be available. I imagine this could be a common situation.