I think the big problem isn't pretentiousness - it's that they've seriously misjudged the percentage of potential readers/viewers who care at all about the behind-the-scenes workings of the websites they visit.
They're not being pretentious, they're just a little too tunnel visioned to realize that the pressure they feel is not felt by anyone else, and the ambition they have to achieve these goals they're setting for themselves (which is admirable) don't necessarily translate into anything useful to a viewer unless that viewer already has knowledge of the people behind the scenes.
Basically, even for inside baseball shit, this is some serious inside baseball shit. If this were being produced for other video game writers, I'd bet it'd play a lot better, as THEY might be the kind of people who can empathize with the worries/pressures they're consistently talking about in this promo stuff. But a guy who simply likes playing games is going to watch these people talk about making a website so they can write about video games and how revolutionary that might be (and it very well might be, if you're the kind of person familiar with how websites are made) is going to just shrug, or more than likely, find targets at which to start lobbing spitballs.
They've probably made a decent documentary and aimed it at the wrong audience with the wrong weapon, the result of which being that people who do watch this are now going to add the pressures of everyone on the team to their own ingrained skepticism. Instead of getting potential audience members onboard and rooting for them, all they've done is add about 10 extra feet to the measuring stick they were going to be standing in front of at launch.