Where is the arrow pointing?

The up-and-to-the-right arrow that you see all over the brand, is a very strong logo that reflects forward and upward movement/progression. Horizontal and vertical progression. We want to be increasing, and “moving-up” in things. Improving and broadening. But we must do that over time. That is the direction we go: Forward and Up.

But where is up?

This is the best explanation I've seen:

Notice that there is in fact a destination. This is not a continuous journey with no end.