this is a problem I know and understand well. And my advice to such startups would be: damn well hit the submit button. Sacrifice your sentimentalities, your fear of ridicule, your rightly held belief that the HN community will likely ignore you or worse ridicule you, and just get the word out now.Agreed. I've submitted Fogbeam blog posts here before, and I name-drop my startup (Fogbeam Labs) quite often, but prettty much only when there's a reasonable "in context" reason to do so. The worst thing that's ever happened? I've been silently ignored. The best thing that's happened? We've had blog posts make the front-page and generate tons of traffic to our site, and I've gotten a few emails asking about, or commenting on, what we're doing.
So yeah, I would say don't be afraid to engage in a little bit of self-promotion here. But I'd argue that there's a line between that and outright spamming the site, and I try to avoid crossing the line into the latter.