It's not about "free as in free beer" or "spoon-feeding".
Source = the machine readable code in its entirety that can be used to build the executable software / physical hardware.
I see a pdf as essentially a cop-out. "Open hardware is cool, I wanna be open hardware! Hey, I'll do a screen capture and post the pdf, that's open!"
...no, it's not. A software analogue of that would be posting the UML class diagrams in pdf. Would you call that OSS? I sure as hell wouldn't, and neither would the OSS community.
Sure, everyone's free to do as they like, but if the "open sourcing" does not realistically allow wide community buy-in and changes of the device, it's not open source at all.
Would you say that a Commodore 64 was open hardware? The circuit diagram was released on paper - the same as pdf really.
The real question is, how easy is it for the community to make the design their own. Is it significantly easier than designing the whole thing from scratch?
I think in an ideal world, if we have an open source hardware device with, say, an interference issue like the old Fluke 87V's with GSM phones, the one who found the issue could just open up the source files, add the necessary decoupling caps, create a ticket in the bugtracker, and then check the changes into git.
With a pdf, there's a significant brick wall if one wants to create a "fork", or a "patch". Actually, the only thing you can do is to "fork" the design, create your own copy from ground up.
If someone is protective of his design, or wants to use $1000 software suites, it's his prerogative. But it takes away the entire meaning and point of being open, so he might as well just call it closed (which it is in reality).