I think it's a play on the word "jell", which (as a verb) can mean "to become clear, substantial, or definite; crystallize"[0].

[0]: http://dictionary.reference.com/browse/jell

In fact, the example at that link is even more telling: "The plan began to jell once we all met to discuss it."

HN guidelines dictate that a post take its title from the linked article. And given that the linked article in this case was a blog post on the website for the app in question, it does make a little sense, doesn't it?

In this case, the title from HN is merely a symptom of the underlying issue with the blog title, etc.

I'm sure you're referring to this guideline: "Otherwise please use the original title, unless it is misleading or linkbait."

I think that if the title is so minimal as it begs you to click to have a clue what it might be, that could be construed as linkbait.

I think maybe he was referring to the company/app name - not the title of the blog post or this submission to HN.