What they really mean is that they want to be able to sell you stuff again and again. Getting your site to show up first on a search engine does not mean sending an email to the search engine or submitting your site. Cluttering up the landscape with stupid jargon ain't gonna help anyone. You may have learned some terminology, you may have even done a bit of HTML with your Microsoft Word export function, but don't even begin to think that you'll know how to handle complicated legacy system back-end integrations if you haven't got the technical chops. It doesn't do anyone any good.
Programming is as hard as good marketing strategy.
Marketing is hard work. Design takes special skill. Just because you can configure a router while brushing your teeth doesn't mean that you know how to market your way out of a McDonald's wrapper. No matter how complicated your systems, no matter how elegant your code, no matter how robust your solution, if it's on the web, it still has to communicate. Don't turn up your noses at what the suits and artists do.