I don't know if the author realizes it, but he just "announced" his product over his blog. He just launched it.
It's pretty common to wrap a product launch into your blog, Joel Sposky did it with Trello (and continued to do it every post) and Jeff Atwood did it with discourse.
I think what he was getting at is that you shouldn't overvalue the initial launch of the product and trying to get it "perfect". It's a lot more important to be persistent/ routine in promoting your product and then slowly fine-tuning your software to what the target audience really cares about.
I had the same sort of realization for my own project (Shodan). Early on in the project, I would try to figure out when the best times are to make announcements, how posting to social sites should be staggered, what day of the week it's best to post on Twitter etc. But it just sets you up for unnecessary disappointment, and instead it's better imo to just constantly release information. Occasionally, something will stick and you'll get the burst of traffic/ attention that you were looking for originally.
It's pretty common to wrap a product launch into your blog, Joel Sposky did it with Trello (and continued to do it every post) and Jeff Atwood did it with discourse.