I call it a marketing ploy because "Show HN" carries a strong implication that an existing product is being showcased. This implication is being used to drive click-throughs. This is a beautiful landing page and the author is clearly a very capable designer, is it too much to ask for higher standards of honesty in our precious corner of the web? Any of these titles would have been perfectly fine:

Show HN: Help me build QuickSend

Show HN: QuickSend, an app concept

Or even simply, QuickSend