I think they are trying to say they make the prints themselves, rather than paying a photo lab or printing company to do them. I do digital prints because of my health problems that make it impossible for me to work in the darkroom. The alternative would be for me to stop photographing altogether, which I cannot do. It is what I live for. I make my own prints though, and if you think that its just a matter of 'pushing a button', you've never made a good digital print. Getting prints that match what you created on the monitor is a pain, and involves a lot of work, calibrations, etc. Despite the fact that having a good lab do it would be far easier, I prefer to do it myself, for the same reason I did my own darkroom prints before I got too sick to do them. I want full control of the process.