Pretty much, yeah.

The article points out how a bunch of specific techniques don't work on programmers. That's because they're aimed at project managers, not programmers. And yeah, they work. Hardly any programmers willingly chose Jira for their ticketing system, but project managers love that shit, and it's everywhere.

All it really means is that it takes a different set of marketing techniques to reach programmers. They generally don't bother, because programmers don't typically control the budget directly.