This seems pretty cheap and straightforward compared to starting an LLC/LTD in America depending on the state.
Similarly wrong, some people are under the impression that limited liability companies don't exist in Europe, and if you fail with your business, you personally become liable and unemployable and bankrupt.
I kind of admire the confidence and positivity it gives them. It has its benefits. But being on the receiving end of the ego and boisterousness kinda sucks