@gcgrey The terms "open hardware" and "open source hardware" are widely accepted to mean the same very same thing, with the former simply being short form for the latter. For which there is, and has been for quite some time, a definition — as pointed out by Drew — and which was logically derived from the Open Source Definition, which has come to be very well understood by even more people.
To suggest that something is open hardware when only PDF schematics are available under a liberal licence is disingenuous. Furthermore, it does a disservice to all those who have published the BOM, editable design databases and Gerbers etc. for their designs.
That said, this looks like a great initiative, and I suspect that misuse of the term "open hardware" was simply a marketing oversight. However, it would be good to see this resolved.