let's not be nitpicky. He apparently wants it as a startup, maybe not as big as snapchat/instagram, but they all started with an app.
also - how do you know he didn't incorporate the company already?
Looks like he did. Most of the replies to the reviews are from "Sportal Inc."
there is no point in calling your project a startup if you are only a wannabe fasting growing app. You can call it but people will appear to contradict you. And it is not a problem to have an app instead of a startup. I actually think it is a lot better and less biased.
> will appear to contradict you
Sometimes "startup" is used instead of "project". Is it really that big a deal? All this time wasted over such an insignificant detail.