The issue isn't submitting your own stuff, it's only using HN to do that. That comes across as promotional, and HN readers don't like it because you aren't really participating in the community. Much better would be to join as a reader and general submitter, and use the site for gratifying intellectual curiosity—your own and others'. That's the primary purpose of HN: https://news.ycombinator.com/newsguidelines.html.
The other thing you can do, when submitting your own stuff, is add text explaining how you came to work on this and what's different about it. If you say things that interest others, you'll be more likely to get a conversation. Sharing what personally interests you (not the same thing as what's in your personal interest!) is often a way to get others interested too.
All tools are absolutely free and created in hope to help developers in their everyday work.
Why do you say that we promote our commercial software?