I used that expression to explain the feeling that I had talking with people working with them: they do not want to expand their market to low-cost bikes or to invest seriously on entry-level groups. For instance: the 2008 gamma was: Xenon-Mirage-Veloce-Centaur-Chorus-Record. Did you ever see a complete, 8 pcs Xenon sold on a website? No. Did you ever see a OEM bike with the Xenon? Incredibly rare. The same for the Mirage. Veloce? A lot of bikes / groupsets sold, but it's not the entry-level group.
...my impression is that Campy want to focus on high-end groups also in OEM production, and the new Athena 11s is intended in this sense. It's not the entry-level (the Veloce will remain).... but it's the OEM product that will get the money out of your wallet, as it is their will. In this sense "not for everybody", nothing more...
On the wheelsets Campy is much more aggressive, I think, with the fulcrum brand, right (and, well, let's admit it, they're indeed very good products)