Considering the company is run by first time founders with virtually no hiring experience, I don't understand why they were compelled to write a post on how to hire.
It's an increasingly popular form of advertising for startups that would otherwise not be very relevant to HN, they were compelled by the easy traffic, the tiny sliver of 'growth' and the backlinks.
I can't speak about the other guys, but Leore is not a first time founder. We've hired interns, contractors and employees at our last company together. [1]
[1] Leore and I were co-founders together at hangtrend/dress.me