God forbid a technology startup actually have to develop new technology. No, I'm sure another CRUD/mobile app that hooks a bunch of buzzwords up to Facebook and Twitter with metaphorical bungie cords is a much better idea.
Well, at least you would get a shit-ton of VC attention and funding.
Some of us are out here developing physical things and process technology and nobody wants to give us a second look. Putting things in boxes isn't sexy enough, unless you're Apple.