I think the connection here is Honest Co. is a heavily marketed as a way to be an ethical consumer -- akin to whole foods, soylent or hampton co. In addition, Honest Co.'s best selling products are baby related and the mean silicon valley founder is approximately 30 (https://hbr.org/2014/04/how-old-are-silicon-valleys-top-foun...) which is also about the same average age for having your first child in California (https://www.cdc.gov/nchs/data/databriefs/db232.htm)

So based upon that, the user overlap between HN and Honest Co. maybe larger then you think.

intellectually interesting to _you_.

If it is on the front page, someone finds it interesting.