The author, an indie maker, created a platform called ItsLaunched as an alternative to Product Hunt, aiming to provide a fairer way for indie makers to showcase their products. The platform limits the number of daily launches to 10 and allows users to vote for their favorite products, with a maximum of two votes per user per day. The author's goal is to give every product a chance to shine, regardless of the size of its team or marketing budget. The platform also features an 'Under Radar' section, which gives products that didn't receive much attention on their launch day a second chance to be seen.