I feel like this a really uncharitable reading of the article. This is a real business that has built itself up from nothing to $100,000 per month in revenue (which is important as it means they aren't just burning VC cash in random acts of marketing) and they're speaking in precise terms about specific actions they've taken and the results they've gotten.

I've no doubt that if you're unfamiliar with marketing that these terms are new (in the same way that if you're a marketer and reading about database indexing you're going to have to do a little work to figure out what everything means.)

This is important to me not because I've any stake in this (I've no affiliation with Uploadcare) but because I worry that the knee jerk rejection of any kind of marketing by developers really hurts startups and bootstrappers.

There is definitely blather in the marketing world [1], I'm just saying this isn't it.

1 - https://www.cbsnews.com/news/pepsis-nonsensical-logo-redesig...