A title like "The art of building products" is upvote bait for HN users. I don't do it anymore but I used to upvote submissions with titles like that without reading the article. My thinking being that if my vote gets someone else to read it I can check the comments to see what kind of discussion it generates and whether the article itself is worth reading. These days so much of this fluff makes it to the front page that I am more careful about what I upvote.