Tbh, I am very impressed by their perseverance. As you say it was novel in the beginning years but it's tiring now. But they have kept going at it and not let themselves get tired. They have also motivated their employees to build a brand for themselves. Something to learn here...
What's really novel about it is their employees are not here manipulating our flow of news, that's the opposite of how most startups' blogs get to our front page more than once.
You'd kill an awful lot of content on here, then. Every funding announcement, every technical article written by a developer under the banner of a company is content marketing.
