I agree with this.
At the same time, I'm quite glad the OP reposted a few times. I may not have seen this app otherwise. The hustle required to delete and repost doesn't feel spammy to me. And, furthermore, the original post made it to the front page and retained its location per the algorithm, which gives a lot of power to time.
I think the value prop for a lot of HN readers here isn't so much about whether or not this was an ad - I think it was more about "this is a cool idea that could spark other location-oriented ideas" in the thread, and quite a few folks did treat this as a Show HN.
It's a fine line, for sure, but it's also a gamble - will people look past the outer layer of "spammy" to the inner layers that can be learned from? I felt this way about the Envato article today too. Disclaimer, I write articles for their tuts sites periodically. But I knew when that article hit the front page, it would be received as spammy.
We need people like you (benologist and the clear-headed readers of this comment) to maintain a strict hold on what is considered valuable on HN, certainly while simultaneously appreciating and giving space to the efforts of other programmers in the space.