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Argh, this is in the territory of click bait.

I thought it would be about building side projects, but it's actually about making marketing-based choices for wording and UX. (And that's not really about 'building a product' as I'm used to it).

Also, I think it needs the (simple) feature of letting users pick the times the emails are sent. 4am is only option for west coast people, and I'd prefer not to send an email to my SO in the middle of the night.

same here, the name of the post should be: "The Complex Psychological Hooks I Used to Build a “Simple” Side Project"
If you take a look at the front page of Product Hunt right now, you'll see a self-hosted team chat app, a collection of Bootstrap templates, an email course on sponsorships, a podcast, and a service for getting your book published.

Products come in all shapes and sizes and just because you're used to building a certain type of product doesn't mean that's the only type of "real" product or side project. And if you care at all about anyone using your products, you're going to care about wording choices and UX.