Just look at how they buried Ozark. That was a really solid show that any network would've been proud of, starring Jason Bateman and Laura Linney no less. And they just dropped it and moved on. It's almost like they just stumble across good shows and then decide to hype them later, like Stranger Things. That show caught on because of its fanbase, not anything Netflix did to promote it. Thats why they were so late to catch up with the merchandising of it.
Like the article says, they just release things willy nilly. Supposedly they were going to drop The Punisher as a surprise during New York Comic Con. A "And you can watch it now!" type thing, but the tragedy in Las Vegas made them rethink the timing. But why even consider releasing it now? Defenders came out a few weeks ago, Strangers Things is in a few weeks...why sandwich something "big" in there?
The impression I got was that Ozark didn't connect with critics, which is probably part of how it got lost in the shuffle.