If they are serious, they might want to do it full time. Or even hire people. They'll require funding. Even recruiting people to work on OSS requires marketing

If they are serious, they might want to do it full time. Or even hire people. They'll require funding. Even recruiting people to work on OSS requires marketing of sorts. You gotta convince people the project is cool, but that it's on a good trajectory. And finally, after all this, you want people talking/following so you can push your results out. There isn't anything inherently wrong with self promotion and often it can be critical.