Re: the paperwork vs code thing - While a full white paper on your theoretical foundations would be nice, IMO the table stakes for getting people to take your product seriously is a sentence or two on the model you're using. For example, adding something like: "We aim to prioritise consistency and partition tolerance over availability, and use the raft algorithm for leader elections. Our particular focus is making sure the storage system is really good at handling X and Y." or whatever would be a huge improvement, until you can get around to writing up the details.
The problem with "we write code" is that your users are unlikely to trust you to be writing the correct code, when there's so little evidence that you've thought deeply about how to solve the hard problems inherent in distributed storage.