Don't want to derail offtopic here, but it's really just in the delivery. It came off a tiny bit pretentious to me.
Normally, yes, but their first language doesn't seem to be English. Might be reason enough to temper things a bit.
I will definitely consider the criticism on tone. However, there can be no slack for English as a second language. They are marketing in English to a market of writers. In any vertical of creatives, you really must outdo your market. They need to get sharp quickly.