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Excising "no free tier" (because we damn well know "free" products ain't free either - that's not an indicator of marketing), your argument boils down to "one of those services is new, therefore, content marketing."

"All internet discussions of new products are content marketing" seems way overboard for me.

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No, that's not correct, it's far more specific. This article advertises the fact that Hey (which is asking you to pay $99 for a service most people currently get for free) has one very significant benefit, a short email address, which might be gone if you don't take immediate action. And the author does this ingeniously, by offering social proof after bonding via attacking a common enemy. As I said earlier, I'm impressed.

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