I think that TDD is probably not appropriate for a team that is still trying to figure out what they should be building. Software needs to be incredibly malleable at this stage, and the developers can expect to be constantly refactoring and throwing away big chunks of code. Most early-stage startups find themselves in this situation, this is why you are getting so much pushback here.
But yes, once you have a solid vision of what software should be, TDD will help the software stay true to that vision.