I suspect you're overthinking it. Consider the difference between someone wanting to know the technical specifications of an iPhone and the electrical engineer wanting to know the technical specifications of a resistor they want to use to build the iPhone. The marketing efforts for the iPhone and resistor should be different. Replace "electrical engineer" with anything you want and it still can work, for instance, how about a marketing person that wants to know the specifications of some cardboard materials when designing the product box for the iPhone. No longer engineering but the marketing for the cardboard will probably look more like the resistor than the iPhone.

It's really the product and it's intended use case that's driving the audience, which the link is just generalizing to "engineer".