blogging to make your software "better"

As mentioned on my previous post I believe that as far as calendars go, Spongecell is currently better than 30 Boxes. The only feature I see on 30 boxes that spongecell currently doesn't seem to have (maybe I missed it) is the recurring dates feature.
So why is it that 30 boxes got all the hype and spongecell was only mentioned as a "me too" service? I might be wrong, but I think its because the developers of 30 Boxes have blogs. That makes their product to either seem to be better or for others bloggers to speak highly about it in order to get recognition when they too present products in the future.
So blogging is pretty much subconcious advertising.