[CM30]

I suspect the answer is a bit of 1 and a bit of 2. I mean, if you've got a product or service aimed at webmaster/developer type users, you've got a bunch of places your audience is likely going to be reading already, like Product Hunt and Hacker News. Your users are also likely less conservative about trying out new products or services than ones in a different market might be as well, which helps a lot.

So in these cases, it makes sense these stories work out the way they do.

On the other hand, if your product is say... basket weaving equipment or gardening tools, then I suspect the people on Product Hunt and Hacker News might be a lot less interested in it, the people on social media might be a lot less interested in it and your potential users might be less willing to take a punt on an unproven business.

And obviously yes, the people who like growth hacking and SEO and online marketing in general are more likely to create products or services that reflect that.