This is exactly the kind of "echo chamber" thinking I'm arguing against.

If Notch launched a startup in a space where no-one knows or cares who Notch is, he'd have no advantage from his fame. Of course he shouldn't, that would mean giving up an advantage. But that means you or I can enter that area on a more level playing field.

The world of startups is much larger than the tiny slice of the world that cares about internet fame, and much more varied than your social circle (e.g. HN).

I think the author does make good points, but framing the whole thing as if not being internet famous is a disadvantage shows a very distorted view of startups.