If you say so, you surely have never used Tx/Rx like the FDM-DUO or similar devices like the Perseus receiver...
Just an example, in 2002 there was the Digimit:
http://microtelecom.it/digimit/
http://www.microtelecom.it/digimit/digimit2002.htm
just SOME time earlier than the IC-7300...
SDR means exactly Software Defined Radio. It doesn't mean radio with an IQ output. Also, SDR doesn't mean "direct sampling" as some seem to suggest. At least one Flex Radio transceiver (Flex 1500) that I have seen does not have direct sampling, and I haven't heard anyone suggest that "it's not a real SDR".
It is the first SDR sold as such by one of the big Japanese manufacturers, because SDR is not new for them. For example, the IC-7200 doesn't use crystal or mechanical filters for the last IF, nor does it use analogue circuitry for modulation/demodulation. For pure marketing reasons (probably in order to avoid scaring away older/more conservative customers) they called the thing IF-DSP. But SDR it is.
And SDR techniques are used all over the place in many applications outside of the amateur radio world which, of course, don't have an IQ output or anything of the sort.
It's quite funny, actually, that some sort of religious cult has sprout around SDRs and soon there will be true believers, heretics and such
Anyway, as the market matures, SDR becomes more of a medium and less of an end itself.