I'm also surprised that wasn't mentioned as they advertise a lot on YouTube too, they have over 200,000,000 combined views on their YouTube adverts. Paid advertising is a major component of their strategy.
The first rule of paid advertising, is don't talk about paid advertising. Customers don't like to think they "fell" for an ad, and the advertising is often secret sauce. It is pretty easy to duplicate a technical product, and actually reasonably easy to copy the advertising. The big difference is most tech/product guys look down on advertising. Also many make the mistake of pricing lower than the competitor which means lower margins to buy advertising, losing every ad auction, and never getting off the ground.
They were also very aggressive with their youtube ads this year. For an extended amount of time this year every second ad I saw on YouTube was them (I live in Sweden).
