What do you think of the founder of Visual Website Optimizer when he writes awesome articles about A/B testing or from the founder of GitHub when he writes abou

What do you think of the founder of Visual Website Optimizer when he writes awesome articles about A/B testing or from the founder of GitHub when he writes about how software development is done at GitHub. The books "Getting Real" from 37Signals and "Crush It" from Gary speaks about the benefits of educating your customers. I believe it is a great way to market without feeling like a spammer.