Saw a couple more with the term, though admittedly "everybody" is probably overdoing it a bit.
Maybe it's a weird translation of "Vollwertiger Entwickler"? Though who would be looking for anything less?
Well, the Business Administration guy in me translates this buzzword as "A developer who is active along the whole value stream."
In most cases, this is already the case if you are just a regular developer. But for some special areas, you also have a lot of consulting and non-software development, that usually other specialists cover. For example, in this case, it is about turning internal services into workflows provided by a common service portal, in which case the value stream of the project for the customer involves a lot of typical consulting work: Analysing the business processes, developing a new process and managing the change process towards the new digital process. The reference to ITIL is an important hint there, which kind of customers will be involved. (But my ITIL Foundation V3 certification is almost 9 years old now)
Still, what I mean with that it spans too much is rather, in the typical omnipresent scrum process model today, the "full value developer" would at the same time fill the roles of product owner and developer. That can't work in a single project or just at the same time.