> As if somehow we're pretending that the primary goal isn't to get rich.
I've been starting and running businesses for decades, but never once has my primary goal been to get rich. My business goal has always been to get a sustainable business going that generates reasonable profits.
100% agree with that, but I was referring to people who found startups, with "startup" defined as per http://www.paulgraham.com/growth.html. If you're founding a startup, by that definition your goal is to get rich. If you just want to get a sustainable business going that generates reasonable profits (and, to be clear, that's the path that I'd prefer to take), I wouldn't call that a startup.
What is the currently accepted way of referring to a non-"startup" startup?