Indiehackers is a great community that produces a lot of useful content for other bootstrappers. Sorry that you think it’s all a fraud, but I suspect you’re throwing out the baby with the bath water.
(Though TBF Amazon didn’t feel like a tech company in the 1990s)
I think of tech businesses primarily as those that develop novel technology and secondarily as those who use technology in a novel and unexpected way. In both cases technology is the differentiation.
The only novelty of this business is its message and while that might make a perfectly respectable business (I am not part of the target market so I can not judge) there’s no “tech” in their business plan. Think of it more like Ralph Lauren and Calvin Klein: the clothes are made in the same factories by the same workers; the only differentiation is market positioning. Nobody would criticize them as not being “business” or even “clothes business” but their differentiator is marketing.
Note what I said about Amazon: it didn’t look to me like a tech company when it started, but actually it was (for its time). And since then has continued to aggressively differentiate itself through investment in tech development.