Basically it means they make up a number based on some warm fuzzy feeling.
I've never understood this about publicly traded companies. They freaking GUESS about their profits for the next period, then if their guess was wrong, everyone pretends like the guess is what should have happened... Stocks rise & fall according to this nonsense. If you make more profit than you predict, your stock goes down because you're a crap guesser. If you make less profit than you predict, your stock goes way down because you're a crap guesser and a crap business. If you change your forecast mid-period, your stock goes way down because your guess was so incredibly wrong that you actually had to change business practices to point your company toward your guess.
Making more or less profit than you predicted doesn't mean you performed poorly in any way, necessarily, it just means your stupid guess was wrong!
All that high finance crap is all a bunch of voodoo geared toward making those who know how to play richer, and everyone else poorer.