Sir, not every cartridge is loaded to maximum power. The .357 in particular is available in a number of reduced loadings, say 1,200 fps rather than 1,400+. In this instance, the 1,400+ load would be "full house" or "full power," while the 1,200 fps load would not.
Exactly what the term was coined for I don't know, but it seems to be used most often in reference to magnum cartridges.
Hope this helps, and Semper Fi.
Ron H.