I read the whole thing, even though I knew it was nothing that new, but if you look at where it's published and who the general demographic of reader would be,

I read the whole thing, even though I knew it was nothing that new, but if you look at where it's published and who the general demographic of reader would be, it would be much more riveting and informative than to people on HN where this is old news. I read it because it was well written and about Toronto companies, which is relevant to me based on my location. I got to see a bit inside companies of which I am aware of and/or have met the founders of. There are only so many large Canadian "Startups" so it's interesting to see a viewpoint from the inside and how they compare to SF companies. If you knew nothing of startups and happen to live in Toronto, this would be a great read to learn more about them, especially ones you've heard of. I'm pretty sure magazine style publications commonly have long articles, so I don't know what you would expect. How often are HN submissions short and/or designed for readers from HN?