Not completely. There’s also:
3. The fact that a melachah is taking place through your actions, even if it were not technically considered even a grama, is objectionable.
The issues of marketing and intentuons are mostly between the developer and Hashem, and between he and the people (including poskim) he may have wronged along the way. I actually think he may have started with some good intentions, but got lost in his project and his judgment got clouded.
Is there a broader issue that some of us have the wrong perspective on Shabbos? Probably, but I don’t blame KosherSwitch for that.