As a former Gitlab employee I can tell you that Gitlab has a lot of technically accomplished people doing marketing.
People at Gitlab understand Gitlab because they eat their own dogfood. Everything at Gitlab is build using Gitlab including several marketing workflows.
The moment I saw this on HN, I visited the URL, to find _whats new_. Took me so many clicks to find the actual changes.
They have a release notes and a blog post and a feature list. The first two ones could be written by AI as far as I'm concerned because you can read it and understand nothing.
Third one [0], the actual list of changes, has always been crafted so well.
[0] https://about.gitlab.com/releases/2021/06/22/gitlab-14-0-rel...
EDIT: to elaborate, I agree with other commenters that seem concerned with Gitlab's direction. It's hard to put my finger on what exactly bothers me, but to take a stab at it: Gitlab always seemed to pitch itself as the nerdy, more open little brother to Github. I'm currently on the free plan, but definitely consider/considered going for a paid plan.
But this blog post plus the 'developer evangelist' give me pause and make me feel like Gitlab is aiming to just be a less well-funded Github. If you're going for the developers, it's best to avoid corpo-speak and the blog post and 'developer evangelism' is full of it.