Kudos to the developer for having a nicely presented web site for the project too, and not just a github repo. All too often, a lot of awesome projects hide on github without some upfront presentation of the work beyond a short README file.

The developer will know why their work is great and how it can help others, but you have to make it easy to recognize for the uninitiated too. That still applies for technical projects that are going to require advanced programming efforts to integrate anyway. Don't think of it as marketing, think of it as a necessary step to evangelizing your work and bringing its benefits to a wider audience.