I'm a bit confused, but genuinely, I'm not trying to bother anyone.

To me looks like here we are talking about UX Design but with most likely its old name UX Architect but presented as something different or maybe new.

When in the 90s Don Norman working for Apple started to use the term "User Experience", the User Experience Architecture Office was created.

Apple fandome present Don Norman as a person who joined Apple as UX Architect and most likely was probably that his title or just UX-er :)

The same Don Norman in 2016 said:

"Today that term (user experience) has been horribly misused. It is used by people to say:

-I'm a user experience designer, I design websites, so I design apps-

and they have no clues to what they're doing, and they think the experiences that’s the simple device, the website or the app or who knows what.

No, it's everything.

It's the way you experience the world, it's the way you experience your life, that's the way you experience the service, or - yeah an app or a computer system - but it's a system that's everything. Got it?"

so UX has never been UX Design, and I never understood it was just design, it's not as I studied it and it's neither how at least more than one bootcamp present it.

It is more businesses that contribute to mislead UX by chopping it or contributing to isolate it only on some type of end-user.

Hence, I don't understand where UX Architect here sit, if something new or something to take distances not from UX but from UX Design, because actually I know of many of us who called themselves UX Architect in order to take the distances but UX Designers and so businesses thinkings that is just about Web App, Mobile app and often no research.