Yep. Generally speaking, I think that blog posts under company domains are just advertisements.

On the other hand, it's also a strong signal that someone believes it's enough of a problem that they're willing to take time and effort to do something about it.

I didn’t even get that far. I started looking at some of the links and was reading about their first product: Earthfiles - kind of a mix between Makefile and Dockerfiles. I thought that was interesting, so I kept going… only to land here: https://earthly.dev/blog/shutting-down-earthfiles-cloud/ and see :

With that said, we have encountered some significant challenges when attempting to commercialize Earthly in its current form, and unfortunately, without commercial success, we are no longer able to sustain our development efforts towards the project.

So, this Lunar idea is just the pivot after they couldn’t make money with their first idea. I can’t blame them, dev tooling is a tough market.

Someone's investing money to solve this problem, hoping there's real value for customers here. It's not objective, but it's committed.