The article resonated deeply with me, because I know just how the author feels. I, too, have developed a software product that attempts to address a key failing in one of the (more under-utilized) DOM elements we have at our disposal when building websites. I can see the problem, and some of the solutions - but other developers are simply not interested. I've marketed the product to the best of my abilities, written blog posts about why I think this is an important issue. I've even tried to engage with people supposedly interested in overcoming the failing to help me make the product even better ... <crickets-chirping> ... nothing.
The harsh truth is you can't market a solution to a problem that nobody else believes is a problem in the first place.
I've posted links to my product on a number of occasions to HN, both as 'Show HN' threads and in comments. Engagement has been minimal. My most upvoted comment on HN was a contribution to a thread about octopuses. Maybe HN is trying to tell me that I would be better off developing a standup comedy routine? Whatever. Unlike the author and his company, I'll not be pivoting away from my product in the near future: I just need to find new ways to shove its existence into people's faces.