For the most part it means cheat. Some bodybuilders have turned it to meaning as heavy as you can for as many reps as you can, but this is not the case as you really can't do your max or close to your max for alot of Reps. You also want to not do it on the bench to much unless your with your football team and they are spotting you alot.
You can see an example with the "Kroc" Rows and tell people to do them heavy weight high reps. He wouldn't be able to do nearly the same amount of reps or weight if he did the technically correct.
It's believed that the heavyweight helps your body adjust to using and moving heavier weights. Which is why non athletes on this site always bitch about how football players have illegal depth and all that other b.s. on squats when they make there 500lbx10 rep claims. But those football players continue to do it because they need to move and run other 300 and 400lb players.
Add it as part of your arsenal but still learn how to do all movements correctly.