Normalization is what was being talked about there.
Where the relative levels are maintained as in the original recording only the loudest peak reaches the ceiling level everything else maintains the same relative (normal) levels as the performance.
Maximisation was the OP's term made, I would guess in some perverse hope of feeling superior to those who fell into the, use a limiter to push the levels up to a constant RMS level trap.
Normalisation gets a bad press, often because it is misunderstood and consequently misused, but it has its use, and this is it.