Well, what did you expect from a self-publishing, self-advertising Medium article? If anything, they've chosen their brand name quite appropriately I would say (inapptics). And you also have to understand that people employed in this position have to go through all kinds of acrobatic stunts in order to justify their salaries worth.

And also the submission title "Quit everything and start writing" is different to the actual article title, but it looks like a newbie submitter who is still learning the HN guidelines.

That said, the article makes a valid point about consistency of tone of voice through an application, and that the tone and style of writing through a product forms part of the user's experience.