It’s just a slightly more descriptive term that gives you the information that it’s high-to-high.
It’s like saying cheese burger instead of burger - it’s a little more info. It’s not saying that it’s not a burger as well, or that the techniques involved aren’t broadly the same.
A bunch of things a compiler "going downwards" needs to do don't apply, e.g. you don't need to worry about registers and things like that. And there's potentially more complex concepts to map to instead of just breaking source-language concepts down.
Haven't seen that terminology applied to individual passes.
It was just an example of a task. Also, "compile to LLVM" is very much "LLVM is part of the compiler, and thus worries about registers". Compile to C is (depending on source language and exactly which definitions you use) potentially also a transpiler.