I find it amusing that people see a "start-up" as a goal.

The article refers to how these gents "...think they have a better way to build a start-up". The goal is to build a _profitable business_. One doesn't seek to build a startup; rather, the start-up phase in any business is hopefully short-lived. It's usually a painful time, full of uncertainty and lots of pressure. When the business succeeds -- yes, _then_ nostalgia for those early days is appropriate and well-placed.

So often, though, folks become enamored of the romanticized image of a Silicon Valley start-up scene. It's a Cargo Cult mentality. Fascinating.

The central thesis to Steve's keynote at sllconf was that you've failed if you stay a startup instead of making the transition to a large, profitable company.

You succinctly describe the problem they are trying to address.