Obviously the people who write for fb or airbnb or netflix might well be professional tech bloggers or people in tech-leadership positions that tell other people how to do the work. Or even researchers (I see the last one appear in ms tech blogs a lot). Or it might have been heavily edited. Brendan Gregg is a professional tech author. Not a hobbyist. Mr Vogels is a CTO, far from a programmer. That's not to disrespect any of their content. In fact i think its great that companies bother with it and that we have so many tech authors willing to put in the hours it takes to come up with something sellable. Arguably the people writing such things put their companies rep on the line so should be more trusted than the average grunt programmer who is still on the implementation level. But if these are the best counterexamples we can find, then I'd say OP has a point. That's not to say coders don't write blogs, I've written a few technical blogs myself and I am very much on the implementation level. But that's not something people will actually read because it's pretty low effort and not about work stuff (every work contract has a secrecy clause these days).