"htmlq is like jq but for html" is a very specific 'dog whistle' for people who use jq. I agree that people who don't know what jq is will get no value and pay no attention. But for people who use jq, the claim is, like a dog whistle, clear, concise, and means exactly what it says. In two seconds, everyone using both jq and html will instantly know what is available and log it away.

So for general purposes, it's a terrible marketing pitch. And yet I think it's a very, very valuable demonstration of knowing some of their 'customers'.