Another possibility - many startup/product companies self-fund by doing contract dev work. It could easily be learnings from their in-house product dev rather than just brazen content marketing...
I wonder how many of the consulting giants got started accidentally. "We did a contract, then another, then we had built up a team and reputation and really didn't see a point in doing our product anymore"
Totally agree this is content marketing. However, this topic is the wrong content for a contract firm. It would be great coming from a large tech organization who actually had metrics on monoliths vs microservices at different stages of growth. From someone who appears to never have worked on a project of massive scale, it comes off as sub par content clickbait.
Content marketing - it is a thing and this is how it is done. If were reading it so is some decision maker. It only has to "look right" to someone with a minimal set of information in order for it to make the publisher look like an "expiator"