I think what they mean is that someone unfamiliar with your line of work might even read the entire post and come away with it with the view of "Okay, and?" since the title told them this was going to be about "What Does It Mean To Be A Signal Competitor?"

The problem there is that what Signal is is different to different people, someone might for example use it like any other chat application, in which case even something like Telegram (ew) or Discord could be an alternative to them.

Again, if someone is familiar with your blog, they'll know what you mean, but the blog post can be viewed by someone in isolation, in which case it won't be so clear, especially since it's also in relation to moving off of Telegram, which is not an E2EE platform at all by default