Perhaps GP is trying to say, that, in contrast to "just a blog", it's a blog with really good, technical content. This makes IMHO a great difference, since basically anyone can "just write a blog" with buzzwords bingo, but to write a competent, high-quality, relevant, technical blog, is really hard and takes time to do properly. Doing so might mean that they care for their product, that little extra love. That in itself is marketing yes, but also an indicator of pride, which in itself _might_ indicate a well-greased machine with lots of love spent on it.

I'm a bit partial though, as that fits us quite well in what we are doing at our place.