Firstly, as has maybe already ben explained, the "18%" is measuring visible noise in the main mid-tone parts of the image, as opposed to the "lets push shadows that would normally be rendered totally back up about five stops and stare at that" as measured by overall system dynamic range.
As already noted, this will be dominated by the basic quantum mechanics of photon shot noise when at low to moderate exposure index (ISO setting), so it is mainly relevant as a measure of how high the exposure index can go before
(a) read noise become significant, and/or
(b) photon shot noise become significant even in the mid-tones, in turn predictable from "photo-site area times quantum efficiency".
This does seem useful for one very common case of noise problems: images in low-light and/or high shutter speed situations that require a high exposure index, and so are at risk of visible noise degrading even the main subject, not just when peeping into the shadows. Also, any prominent background region of very little spatial variation, so that noise is more noticeable: "digital confetti in the blue sky".