I didn't intend to assert a clean distinction, you're exactly right about its connection to string theory. What I mean is that String Theory Writ Large enjoyed a lot of popular esteem in the 00s and 2010s in public communication as being our potential new framework for what lies beneath the quantum world, but string theory is huge in and of itself.

It's more a difference of emphasis (holography in particular) than something that's outside the scope of string theory.