I am not sure the word startup applies to that kind of boutique or lifestyle company and this is specifically talking about startups in the way we have now accepted them; funded, high growth, make it or bust type of companies.

I agree with you though and I would not want to work for such a company or take this advice and I do run my own companies, but I no longer call them startups because everyone always asks where are the VCs and why do I have time to socialise so much instead of killing myself ‘breaking things’.