If a company chooses to spend their marketing budget in creating quality content then I don’t see a problem with it. There’s an obvious bias towards their software, but it’s on their website so that is clear, and the project is interesting and worthy of discussion. why wouldn’t it be on HN?

Balena is pretty great. I use its balenaetcher often. It's a great isofile to usb tool! Which also happens to be another free or from the balena company.