I suppose you might think of this as “modern jazz”, a term I find too concrete, too easily dismissable. I think it's fair to say that most people find improvised, loosely structured music either to be crap, or too much effort to pay attention to. Which is why you don't hear yer actual John Coltrane or Ornette Coleman in the elevator or supermarkets.
Why they play horrible current “pop” in these places I have no idea, as it makes me hurry to get what I need and run; I mean, if I could get my groceries in a place with either nothing playing or bland light classical wittering away in the background I'd be very happy... oh, then there's the likes of Albert Ayler... don't get me started.
I like music, but you may have gathered that already. I'm not that keen on definitions, though. Cradle of Filth started in one area, but bent the rules and ended up with a big, broader sound which still fits (albeit somewhat untidily) into a genre-area-type-thing.