I mostly feel bad for the node.js developer, James Halliday, who goes by substack. Seeing this article (ad?) and their recruiting ads on HN reminds me of his tweets:

https://twitter.com/substack/status/1323049757615353856?s=21

Unsure of the validity to those claims. But it did seem like they capitalized on the familiarity of his username to gain traction early on.