I think the idea behind "don't do a startup" is to warn and discourage people that want to do it because it's cool.

The fundamentals behind starting a startup should be orders of magnitude stronger than that. You'll know if you got them.

While I think the startup experience should be tried by anyone (and by the way, I don't think startup life sucks, but it is hard), I hope it won't turn into an international trend where every "social" site equals a multi-million $ business.