They didn't just start shouting out into the world about their features and efforts. They didn't just sugar-coat that self-promotion with forced jokes (looking

They didn't just start shouting out into the world about their features and efforts. They didn't just sugar-coat that self-promotion with forced jokes (looking at you, Slack). They first designed their voice — subtly self-deprecating, but from a place of struggling to one's best, without forced jokes (even though it's totally intentionally funny). This is brilliant.