Actually the way CCP handles marketing for their game is not too far from this; a little less cheeky, buuut you get the same message.
They're not trying to humanise the org, they pitch updates and features by a technical lead attached to said feature. It's hugely refreshing to enjoy reading their material because they realise explicit advertisement sucks and try to make the information they're selling you relevant and interesting. Hype is an emergent feature of their communication campaign, not the central tool.
They're still trying to get you to be excited about their stuff, but they try to meet you in the middle by giving those who are interested the opportunity to dig into some details. That's how you market to nerds.