I think it's fairer to say that TNF has expanded also to include a whole lot of lifestyle clothing.

They continue to offer quite a lot of expedition-ready gear (tents, waterproof shells, etc.) that's definitely not lifestyle stuff - mainly under the "Summit" sub-brand.

e.g. does the shell have a hood that's sized to fit over a climbing helmet? Probably "serious".

Absolutely, I concluded the same some time ago when I saw it being sold en masse in major retailers in the US. Most of these brands now seem synonymous with some status/lifestyle statement.