Seriously. From the article:

> When many people today think of cloud-based content management systems (CMS), the names that likely come to mind are WordPress (which we use), or Medium (which people leaving their companies like to use), or Tumblr (which is owned by the same company that owns TC).

So it's a blog hosting service?

> Contentful can provide some of the same functionalities as these but it’s aimed at a different end: CEO and co-founder Sascha Konietzke describes it as a “headless” CMS, not unlike Stripe’s relationship to payments: there is no front end for ingesting and formatting content, or design end for producing the final look of that content for the reader. Instead, there are a set of APIs that developers of the media product in question can use to control both of those aspects more flexibly.

So it's a specialized database?

> “Existing CMSs are like the MS-DOS of the internet,” Konietzke said. “No one really likes to use them, similar to older payment systems before Stripe.”

…wat wow

It's a crap analogy, but in this case it means they do content management really well with a good design and seamless integration.