> pretty intense gerilla marketing on HN It doesn't need to be targeted at HN: members of HN are members of the general population, and the publishers/marketer

> pretty intense gerilla marketing on HN It doesn't need to be targeted at HN: members of HN are members of the general population, and the publishers/marketers of the book are understandably going to be doing their jobs which includes getting articles written,w which members of HN come across in the course of their lives. It's not surprising they would then share these articles on HN. Say an actor is making appearances on a bunch of different talk shows promoting their upcoming movie. The fact that Alice and Bob find out they happened to see the same actor on different shows while at the water cooler doesn't mean the actor was targeting this particular water cooler or Alice and Bob in particular.