Or engineers reduce startup time to a point where it feels instant.
Compare e.g. startup times of DSLRs and point-n-shoot cameras. With a DSLR you switch it on and it is ready to shoot by the time your finger gets to shutter button.
It's also very hard to engineer a boot time down. TFA is a great example of that. Hard means expertise and time and (often) more expensive hardware. So to boil it right down with my car computer example, it's far easier and cheaper to detect the key externally and boot earlier than it is to strip a 10 second boot time down to 0.1 second.
If you can also use that getting-in-the-car time to do other stuff (lookup up recent searches or upcoming appointments and suggesting navigation, setting fuel waypoints if low, getting traffic advice, etc), that's all the better.