Not a better publicist, but:

A) a newly-receptive audience - engineers who have discovered that they very much enjoy and appreciate the tradeoff of proximity to the code for amplified velocity and impact, now that it's possible to achieve without being a manager of messy human teams.

B) an ecosystem in which it's grown nearly impossible to connect a functional description of something to how much bespoke construction and effort was involved, partially because of marketing and partially because of how much software already exists to be built on top of. It's impossible to tell from a few paragraphs of functional description whether something was built in a weekend or took a team 4 years to ship, so volume of code is the natural fallback for describing complexity.