For the last 30,000 years or more every tribe of humans has had fire. This is why the expression "They think they're bringing fire to the natives" (or savages) is a phrase that describes the attitude of technological companies who don't believe their customers know anything about anything. This site explains why the '"bringing fire to the savages" sales and marketing model' is not a good idea.
In most of the sites linked in the answers to this question, the phrase is indeed being used ironically. However, on a few of the sites, the writers seem to have completely missed the irony, and are using the phrase at face value (i.e., that bringing fire to the natives is a good thing, rather than telling people something they already know about). Somehow, I'm not surprised by this.