Of course there's got to be more to it - but he could be forgiven, given the content of the article you posted.

So, tell us more.

If I am mistaken it is indeed sincere as there is nothing in that article to even hint at anything more.

So one thing I notice on HN a lot (here and in the Qwiki thread) is that people have a tendency to belittle projects without enough information. "That's just X, and X isn't very hard" or whatever.

It's sickening, and the people that do this are vigorously indicating they have at best shallow reasoning facilities.

Some really great companies have much lower profiles than you might expect. Try not to draw conclusions on limited data, or at least understand the quality of said conclusions.