The replies to the tweet that say some variation of ‘no marketing strategies work on me’ crack me up. If you think you’re too clever, it suggests to me that you could stand to be more introspective.
There's not necessarily shame in reacting positively to marketing and a lot of marketing directed at developers is truly dire. Your product isnt getting any more sales because you hired somebody who printed some t shirts.
Anecdotally I'd say the most effective marketing done by software companies is done at bosses who are not very tech savvy. Microsoft is especially good at playing upon their emotions.
Marketing is a massive discipline, it isn't just the cringy ads we see all the time. As with many things in life, you don't tend to notice those who are doing it well, just those who are doing it poorly.