Missing part of the title: "...But We’re Taking It to the Next Level"
And there's no "totally" in the original title.
This editorializing seems to imply that there's something wrong with competing with an existing business and trying to beat them at their own game, which there is not.
I doubt cutting the second half of the headline is editorializing. HN only allows 80 characters in submission titles and this one weighs in at about 67. The submitter may have tried the whole headline first then cut the second half of the headline. Adding the word "totally" seems unnecessary but I think you're reading too much into this.
And there's no "totally" in the original title.
This editorializing seems to imply that there's something wrong with competing with an existing business and trying to beat them at their own game, which there is not.