I thought the same. "Fame" didn't seem the right word to apply to it, but when I clicked to the homepage I remembered seeing it on HN before now.

I thought he was making a joke... like trying to bring out the stark contrast between the word fame and the relatively unknown Cheddar.

Cheddar is a task management app. If I recall, he recently sold the app and he was willing to give his services for $1000/hr. https://cheddarapp.com/