You make my point perfectly. Wikipedia is very clear to call it a "company." That's what I'm saying. Two hour projects aren't companies (unless they file to be an entity, which I believe makes it a startup - 3rd qualification bullet in the post).
Steve Blank put it best: "a startup is an organization formed to search for a repeatable and scalable business model"
You could be searching for a repeatable and scalable business model in a week-end, which would be awesome. Most people don't, and I find it really irritating that these projects get called startups.
Author is right, there's too much "take a look at my startup I've created during my lunch/on commute to work" posts thrown around. Time to man up and call things for what they are.