The luxury label is used by the developers themselves to market their product, whether it be newly built apartments or houses. How can that be a trick by NIMBYs?
Everyone knows that luxury means “new”, or at best, “shiny stainless steel appliances and quartz countertops”. The fact that it is new, and so has to comply with the most updated standards, is probably the most luxury aspect of all since materials and connections and whatnot have improved.
This designation of new and old is more important in the apartment market than house markets because apartments tend to get neglected by landlords, whereas houses either get updated or can be updated by the owner.
Also, in the case of houses, where a lot more money and due diligence is required, simply using luxury to describe them is insufficient, and not very useful to sell new housing developments.