Step 1) Be successful Step 2) Make enough money that don't you need to ask for money Step 3) Ask for more money anyways!

So yeah, I agree with you. There's nothing special about the pitch deck. The special sauce is the company, duh. They also got a lot of great free marketing out of this blog post. Their next post should be "open sourcing our blog post that helped us get tens of thousands free views". :)