" The article is all over the place. Miguel spends most of it bemoaning the change of his favorite billboard, as if that can be universally unpacked and extrapolated by others as why Twilio is no longer "for developers"."

I think his point is hella clear with the two screenshots. Originally they provide "Voice, SMS, and Video APIs"and then they switch to "Customer Engagement Platform"

Both messages are likely nonsense for the vast majority of people that drive by them. The "ask your developer" one specifically targets software devs and mentions why. The "How can I reduce acquisition costs by 65%?" targets business owners ... but it's a little vague because the first thing I'd think when I hear "acquisition costs" is buying another business lol. What the hell is a "customer engagement platform"? Well, a developer isn't gonna give a shit then.

So the first billboard goes with a "hey boss I found out about this cool twillo stuff we can use!" to "Hi it's the CEO, we're now going to use twillo and if you don't like it, eat shit"