Wait, are you suggesting that people shouldn’t post their own stuff to HN? Or by “promote on HN”, do you mean posting on Twitter and telling people to go upvote?
Definitely not suggesting that! Sorry for the ambiguity. Of course it's fine for people to share their own work here (assuming it's on topic—but anything intellectually interesting is on topic).
By 'naively tries to promote on HN' I mean things like asking friends to upvote and passing links around on Twitter. Those tactics don't work (or at least as far as I know they don't) and usually hurt the submission rather than help it. Does that make sense?