At this moment it's in first position, I guess that's because most of HN readers (including me) haven't read it before, so the repost is totally worth it.
I agree but I think, as a general rule on HN, that any repost - or maybe any article dated earlier than the current date - should include the date in the title.
I thought I had seen it on HN as well, but I just searched around and realized it was a Quora post from 3 months ago that I was thinking of by the same guy. Apparently Santos went from knowing zero about technology to being a viral marketing master.
OP here. Honestly, hadn't seen it posted. On HN multiple times per day. Very surprised at the traction of the article, given it's a month old story. Whatever, it's a great narrative for people.