The post is great, but it's important to remember it's only a first step in $Famous_company's story. Some rewrites are resume padding and PR to get more hires, and a talk a big conference, but are rather harmless. Others succeed, and were good ideas. But other times, the result is a big failure. One of my personal favorites involves a $Hyped_technology having a well defined trap that then leads us to another article, 1 to 2 years later, explaining how they migrated away from $Hyped_technology, often to something boring.

But the really sad outcome is that $Hyped_technology is a big failure, but $Famous_company spent too much effort, and $Famous__technical_person too much of their social capital, to want to talk about it. Then all kinds of little startups that have heard the talks, read the blog posts, and then decide that if the solution was good enough for $Famous_company, it must be good enough for them!... except that it wasn't, and a lot of expensive engineers spent a whole lot of time making things work again, abandoning $Hyped_technology altogether. Unfortunately, the landmine documentation advertising the decision is still everywhere, including getting referred to by sales engineers of $Hyped_technology.