The important things are 1) does it do what I need 2) is there a good community and 3) is the licensing clear, and compatible with my needs.
If you're someone writing an open source project you're wasting your time if it goes completely unused. So even as an open source developer you're still trying to sell your project to people. You're just giving it to them at a VERY reasonable price.
So what he's saying is all the same "selling a product" rules apply even if it is open source. You can't just throw it out there and expect people to use it
That's putting words into my keyboard. I think most of it is reasonably good marketing advice, and some of the items listed are horrible reasons to not use something.
The title is the problem, really. If it were something like "how to help people find your open source project" it would all fit into place much better.