BTW it usually applies to handloads.
When you load your own, you can decide what powder charge you want. You can give up 150 fps to reduce recoil, wear and tear on your gun, etc. There are also specific target loads that differ greatly in both the bullet design and powder charge, from a standard cartridge in the caliber.
A "full-house" load generally is a standard, not light, bullet weight (e.g. 158 for .357 or 240 for .44), and the maximum velocity with a magnum powder (H110, IMR4227, 296, N110, 2400, Lil Gun, etc.).