It wasn't written for the HN crowd. Someone who is a 'tech person' and uses macOS would know what SuperDuper is.

I’ve been a Mac user since college and I’ve literally never heard of the product.

To your point, this is their blog page, not a marketing/landing page. Of course it assumes you already know what the product is.

I clicked to their actual landing page, and immediately figured out what it is! Problem solved!