Actualy I think you are just using a different definition of sell than is being used in this context. "to win acceptance, approval, or adoption" and "to cause or persuade to accept; convince" are what we are talking about when we say "sell perl" or "sell yourself." Which goes pretty good with the definition of market "to sell" if you use the above definitions of sell. You're of course free to still dislike the idea, but to say "sell perl" or "market perl" mean to me "help get perl approved, accepted, adopted by a wider audience"
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Possibly you're right. I'm not a native speaker after all, so that innocuous meaning of the verb 'sell' escaped me.
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