You can also leverage Google's apis and their expertise. These kind of articles forget about the api economy. Then we have new technologies like "serverless" that radically lower the bar to entry for new business to get into the game. Why did I work for the guy who founded Geocities instead of founding something myself? Up to my neck in studio loans and remember in 1998 you had to cough up $1 million for a starter oracle license to go big, today you can scale as you go. The only thing that will end the startup is a lack of creativity and vision, it keeps getting easier and easier to jump in.