I do see your point. Probably from a gardeners point of view this is not really important, I'm maybe biased a bit in that I'd look for a product with good design, that looked like the people cared about what they built, rather than something that looked like it was built to minimise cost.
The article was in wired though, and that's the kind of readership that maybe will care about the company and the people behind the product. It's one of the traps that a lot of startups fall into though, that a lot of their messages seem targeted at the startup community rather than at their actual customers.