I have nothing against people discussing their start-ups, and even posting that up to the top of HN, but the attempt to obfuscate is, in this case, what is irritating.

Half of us are entrepreneurs. We know you want to pitch your start-up. So pitch it already and be done with it. Don't try to make it into an "interesting article" unless you're able to write a genuinely interesting article (which this is not).