I think many people in the germany hacker community don't want to be associated with "those startup guys" because many of "those guys" lack technical understanding. Like you said, many business guys hire developers to build yet another ecommerce site.

We're a small Company (https://futurevps.de/) that offers custom Servers fully based in Germany (for data privacy reasons) and get much less media coverage than "ecommerce" companies. I think that nearly 99.9% of the german startup newssites cover ecommerce-ish businesses.