What you see here; this article, the technical writing, getting buddies to hype on twitter, forums etc. is marketing directed towards a technical audience (who are the buyers of this product). I think they are both extremely good at it.
The writer of this article acknowledges in the very same article that they were hired as a marketer, over a year after Plausible was started (see Feb 2020). This article is part of their job marketing towards a technical audience.
Look at their revenue charts and the part where the revenue starts to grow is about a month after the marketer joined. One may have learned a trick or two but the other is extremely good.
It's like how when working on a team with someone who is amazing everyone on the team are able to do their job better and improve. This doesn't make everyone on the team amazing, this just means the amazing person made everyone better.
