Eh, maybe. You could not offer "good ice cream" for sale and instead deliver cookies.

Unless you go to a molecular gastronomy restaurant where they are as likely to serve you good ice cream in the form of a cookie or a cookie in the form of good ice cream.

But yeah I see what you mean and in general agree with you.

Perhaps it's better defined by what it's not.

Perhaps it's a content-free marketing slogan.