Off the top of my head, I can name several "first"-based approaches. Do any of these ring a bell? Mobile first, content first, API first, user first, design first, experience first, modeling first, security first.
For far too long, experts in these various realms have caught the attention of communities by coining these terms. They speak to the vulnerable: people who have ultimately been burned by not applying the best practices of whatever is being sold. But, that is an altogether different problem than what is ultimately being sold.