It's an advertisement for their CI software in the form of an informative blog post to hide that it is an ad so they can post it on websites like hacker news.
The domain is "semaphoreci.com" and the service is linked very early in the article, I don't think they're trying to hide anything. It's content marketing, just like 80% of the blog posts that end up here, except for Medium which seems to be exclusively marketing.