Our target customer is not a consumer, there are plenty of consumer CMS choices in the market. We're trying to solve the problem for teams of developers and content creators who don't want to waste time diverting developer time to CMS management.
When you say “developers”, you mean developers of another product, who want to add a blog or something? If that’s the case, I can better see the audience.
It looks like he's talking about developers, in the sense of individuals or teams that build content sites (read: deploy and configure Wordpress or other CMSes) for customers as a business.
