Maybe they should adopt the same content marketing strategy of Digitalocean: pay $100 per article for "how to" tutorials targeting specific use cases.
[0]: https://www.digitalocean.com/community/tutorial_series/the-d...
[1]: https://www.digitalocean.com/community/tutorials/the-docker-...
[not affiliated with tutum, just a happy user]
In a saturated market it might be how I've ended up with everything on digitalocean.