I also try to avoid the term/concept of "hi end audio", but like Pez said, it's a personal perspective.
I associate it with eye candy/glamorous aspects of equipment that add little/nothing to what is heard but lots to the price. These aspects can range from thick metal front panels, frivolous specifications, extra size/weight, or useless complexity.
I enjoy achieving the same results with cheaper, smaller, simpler means. Even more, I appreciate obtaining my goals with "off the beaten path" methods, which is rarely credited as "high end". In my case that means a low cost but very good performing dedicated audio man cave, single driver speakers that I commissioned, Channel Island Audio chip based monoblocks, an Oppo player used as a transport, modded Behringer DEQ2496 for EQ, baffle step, and zobel, and attenuators. (All of which looks like a hair shirt, and probably way too cheap/simple for most audiophiles.)
But to each their own.