That's only true if you define software development in a pretty particular way.
For me, writing code is a way of solving problems for people. That involves listening to them to see how I can help. Then collaborating with them to iteratively make something that fits their needs. Which includes helping them adopt it and get productive with it. To me, all of that is part of software development.
And that's most of the "marketing" that's needed for a free, open-source tool. When that's lacking, I have to wonder to what extent the tool was actually made to solve somebody's problems. As opposed to being created because the developer was excited to build a thing as a technical exercise. Either path is fine, of course, but it's a mistake to confuse the two.
To me, writing code is very much the same way - it is a human endeavor. But, over the years, I have learned that just not all people are the same way, and that's okay, too.
Growing up, one of the jobs I took was as a system's administrator at the same company my father worked at. It was a small company, maybe six people or so, doing contract work for aerospace. One of the older men who worked there held his Ph. D. in aerospace engineering. He was kind, warm and brilliant... but he struggled with things like sending coherent emails to clients. But that was okay - other people were able to take that on.
That's totally fair. But...going on a hunch, such a person would also make a crude 90s-style website.
Whoever made this clearly knows about slick presentation --- they've got all those colors and shapes pizzas --- so they either capable with slick communications, or work with someone who is. My patience for lack of explanation is therefore a lot thinner.
For me, writing code is a way of solving problems for people. That involves listening to them to see how I can help. Then collaborating with them to iteratively make something that fits their needs. Which includes helping them adopt it and get productive with it. To me, all of that is part of software development.
And that's most of the "marketing" that's needed for a free, open-source tool. When that's lacking, I have to wonder to what extent the tool was actually made to solve somebody's problems. As opposed to being created because the developer was excited to build a thing as a technical exercise. Either path is fine, of course, but it's a mistake to confuse the two.