I'm not sure why but the phrase "Are you 'startup friendly' (appropriate expectations of work hours, pay, and equity)?" just rubs me the wrong way.
Joining a startup is a two way street. If you are considering joining one, you should do as much diligence (or even more) than they are doing on you. I, personally, love startups -- the energy, the diversity of problems, the ability to learn and grow. But, I've also been bitten by all the glitz (early in my career during bubble one) as well as people that thing "it's a startup" is an excuse to demand above and beyond efforts on a regular basis.
In general, you are going to work more at a startup, you may or may not get paid less, and you will need to weigh the whole work/life balance thing, most likely. You might be asked to make a tradeoff between equity and salary.
The tangibles you have control over (salary, time you are willing to commit, etc) are the ones you need to weigh. But, you also need to understand as much as you can about the expectations of those in management.
Poor planning, for instance, should never be excuse by "this is a startup" -- I don't mean pivoting, I don't mean tweaking as new information comes along, I mean those people that can't make up their mind on what constitutes the expected deliverable by a particular date.