It's serious, the person you replied to is talking about how to revive a dying _thing_. Whether you want to call it a spec or a brand or a product does not really matter in this context, RSS has elements of all three. Their point is that trying to get people to change their minds on RSS is going to result in wasted effort, and that if you want RSS to live you need to market the hell out of a functionally equivalent replacement to the spec that appeals in some way to the relevant decision makers.