Ray Grieselhuber, who leads the company, says the team had wanted out of WordPress for years. Why AI Won't Kill Your CMS WordPress developers are hard to find. When you do find good ones, you're wasting their talent on WordPress maintenance. Claude Code let them skip past that problem. The rebuild produced some interesting tooling. A content similarity checker powered by the all-MiniLM-L6-v2 embedding model flags near-duplicate posts before publishing. They also built a site structure auditor that works like a lightweight Screaming Frog. Grieselhuber calls this approach "Marketing Engineering," applying engineering discipline to marketing workflows. Not everyone bought in. Hacker News commenters argued the new setup looks more complex than the WordPress site it replaced. Some questioned why they didn't use simpler tools like pandoc and makefiles. Fair criticism. Still, a small team migrated 288 posts and rebuilt their entire CMS, shipping custom SEO tooling along the way. Projects like this stall in most backlogs. This one shipped.