jf does know the word lens founder, but then many people here in the bay area also know Octavio -- he's a super cool "always positive" person. You'd probably like him if you met him.
When I saw this submission, I tried to Google to find the original post. When I couldn't find it, I thought to click the OP's name, to see if they had submitted the link.
If the word lens founder told jf to post this, that doesn't bother me, and I don't consider either party unethical. It's just interesting to think about how social news works.
Ever since then, he's asked me to announce their new products here for him, so I do ...