I have a theory about this. I think hackers come largely from the autistic spectrum part of the population. We are less fascinated with other people and more willing to be alone, or perhaps with a completely logical slave machine for company.
The desire to fit in and conform does not develop in the normal way, because we're not aware until later than neurotypical people of what other people are thinking and we never care about it quite so much. Normal children are obsessed with finding peer approval and young hackers stare in amazement.
I failed to grasp the basic mechanics of marketing until a kind MBA recommended "Crossing the Chasm" by Geoff Moore, after I had told him I didn't really see the use of sales and marketing. One of the ideas in the book is the need for marketers to convince different market segments that this product is suitable for them. A huge part of that is convincing them that they are not alone, that the product has already sold to a lot of other people and that they are not going to be doing something risky and independent by buying it.
This herd mentality, which dominates mass market sales, had not really figured in my earlier understanding because I am not in that same category. I'm in Moore's "innovators" category. It doesn't matter a bit to me whether anyone I know of has chosen some product or idea.
So I think many hackers have a poor grasp of marketing because it doesn't really work on them and they don't know how unusual that is.