To be fair to the article, it should be obvious that it's about SoundCloud by the end of the first paragraph (& thus the 'we' refers to 'us at SoundClound'). I

To be fair to the article, it should be obvious that it's about SoundCloud by the end of the first paragraph (& thus the 'we' refers to 'us at SoundClound'). I do agree that the title here is out of context but it seems any modification of titles is seen as editorialising.