This isn't inspired by tech startups, it is a tech startup. It bothers me how people equate technology with the web. I guess the Saturn V was a useless piece of crap because it didn't use the latest web stack.
Technology is a tricky word (is twitter a new technology?) to define clearly, even for a limited context. We got used to lumping together companies creating technologies with those building on big new technologies like the internet. So, an online store could still be called a tech startup (or dotcom or web startup)
But, imagine this exact same product coming from a company similar to one of the existing nutritional supplement companies. Would you call it a tech startup?
We're dealing with subjective definitions obviously, but I think this is substantially different. One thing that stands out is that there is no good answer to the question "why now?"