Cynicism is fairly easy, defining the alternative is harder. For example based on what you describe the characteristics of what makes the startup culture "like hell", it sounds like you prefer that work should be nothing more than an exchange of your labor for money, you don't interact with your colleagues other than work, company to not have a defined mission and values other than making money. A hired gun to do whatever we're paid to do. That's also definition of hell for many of us. I don't know whether the author has anything constructive in his book but judging what's in the article, looks like it's pure snark.