Entertaindom was Time Warner's first foray into creating a series of Web destinations, or hubs, focusing on specific topics. Peter Merholz and John Shiple. Calling what we do 'experience design' is a questionable idea. First of all, it does not provide a good way of classifying design work. Second, it's perhaps hyperventilating to claim experience as the special province of any branch of design.
Good designers serve an audience.
They make or plan things for people to use. That use is an experience. Architects are experience designers. Product designers are experience designers. Even graphic designers are experience designers.