Indeed, it's just a marketing term. They try to look luxury, but that's it. You guys would be surprised by how much they cheap out on things when you look into all the details of design and material.
Think of it like this...it's like comparing Ikea furniture to Vitsœ furniture. Ikea furniture can look fine and contemporary in design, but at the end of the day it's often just cheap particle board and glue. There's a big difference between a 90 dollar Ikea table and a 600 dollar Vitsœ table, for example. SRM Architects would be Ikea, SANAA or RCR Arquitectes would be Vitsœ.
Think of it like this...it's like comparing Ikea furniture to Vitsœ furniture. Ikea furniture can look fine and contemporary in design, but at the end of the day it's often just cheap particle board and glue. There's a big difference between a 90 dollar Ikea table and a 600 dollar Vitsœ table, for example. SRM Architects would be Ikea, SANAA or RCR Arquitectes would be Vitsœ.