He writes because he loves writing. People can tell, and thus like reading it. If that creates a "brand", there's not much he can do about it. He's an active, valuable, good-faith participant here, has a subject matter expertise in something HN obviously cares very deeply about, and isn't going anywhere.
Agreed. Simonw comments and posts are always on discussion and insightful. Never once have they come off as some sort of linkedin influencer bs.
I'm not denying that, in fact I think it's basically because he writes a lot and participates a lot. But yet, it can give the feeling that he is curating his own brand. But probably it's just an organic thing, not a fabricated one.