I've basically stopped using the word startup because at this point it seems to apply primarily to companies that only care about vanity metrics and nothing else. The word has been hijacked by investors and founders who want companies to appear profitable so they can cash out.

I love the Steve Blank definition that "A startup is a business in search of a scalable business model" because it really cuts out all of the companies have their business model and metrics in place. It would certainly eliminate a company like evernote, and most if not all unicorns for that matter.