The more generic term for a lot of the stuff he talks about in that post falls under projectional editors and programming language workbenches. JetBrains MPS is one of the tools among many that help with building such editors. Here's a good talk by Markus Völter on using tools like JetBrains MPS.
"The more generic term" is really a term that was re-invented by Fowler, who is no stranger to inventing new terms for old concepts. Syntax Directed Editor is a much older term.
