Look at his comment: "but would prefer talking about the business of doing this rather than about the product. (I'm not comfortable selling on HN.)".
The site also goes in to a lot of detail about the method used on WPEngine, unlike most of these product sites which only drip feed you enough information to convince you to buy their product. He even commended an article[1] which attempts to de-construct his method and share it. I personally believe that he is genuinely offering to share his help (for a fee - which is reasonable), rather than trying to extract money out of HN user's.
The site also goes in to a lot of detail about the method used on WPEngine, unlike most of these product sites which only drip feed you enough information to convince you to buy their product. He even commended an article[1] which attempts to de-construct his method and share it. I personally believe that he is genuinely offering to share his help (for a fee - which is reasonable), rather than trying to extract money out of HN user's.
https://qht.co/item?id=4587080