I may be mistaking your tone (and if so, sorry for impugning your intent), but as your post reads to me I'd hate to read an article like that. To encourage people to make things, we surely ought to be lowering the barriers of entry, and that includes not raising social barriers of ridicule to new makers, almost all of whom will start these things out as a hobby. And indeed, a hobby is a good thing, because it's teaching people to create, think, solve problems etc. I'd be sad at any article that focused on "maker" being morally superior to "hobbyist". They are much the same thing.
My tone was partially poking fun and partially genuine interest.
On the one hand, I find the rebranding to be self-aggrandizing and kind of funny. Your dad went out and worked in the garage just because he wanted some time alone, and probably enjoyed working with wood, and got some satisfaction from building something. It seems this narrative is no longer good enough for us, and the same act elicits a greater investment of one's identity, one that partakes of the cultural mystique of the artist: One is not merely a hobbyist furniture maker, or robot builder, or computer programmer -- one is.... A Maker.
On the other hand, whether you think this is a shift for better or for worse, I do think it's worth noting and reflecting on. It is recent -- I've only really been struck by it within the past few years -- and it seems related to the ever-growing ascendancy of computers and technology within mainstream culture, and an attendant rise of power for nerd/geek culture.
I think you're partly right about it being branding, and I don't think that's bad. It's okay to put a label on something to make it easier to communicate the differences. Hobbies can be many things but not all of them involve making stuff. So a Maker Faire couldn't be Hobby Faire, that's a different event. Craft Fairs tend not to involve things like electronics or say, fire or robotics. And if you can hook into the mystique, like you say, to bring more people in to make new stuff, fine by me.
I personally do cringe a bit at "Maker" the same way I cringe at using "creative" as a noun but it has value.