It's true that YC will tell you over and over to (1) work on your product and (2) talk to users. Those are the "make" and "people" in "make something people want". If you want to focus on marketing tricks / media hype / "content" / that kind of thing, you're going to hear the above repeatedly, since those are neither (1) nor (2). For my part this reflects well on YC. In fact it's a little reassuring to hear that this…
most of it is boring and repetitive, but effective.