They made the first $100M of it with no ads. No content marketing. No demand gen team. Four MIT founders, a great product, and word of mouth that spread like wildfire through developer communities on Reddit, YouTube, and Twitter.

The startup world called it proof that marketing was dead. PLG was the only playbook worth running.

Then Anthropic launched Claude Code. And the most celebrated growth story in SaaS suddenly had a problem nobody prepared for.