Reading between the lines somewhat, there's an eye-opening point embedded here that is often missed by the ultra-connected in my experience. That is, the majority of people in our industry (let's say that's software development, for the sake of argument) are not on Twitter every day, are not famous, do not have significant social media presence in respect to their jobs, are not on Hacker News, and so on.. and they're a huge, important, and profitable market that is often overlooked by those who assume everyone is reading HN or hanging out on Twitter all the time.