Why do you think you are qualified to pass judgement or even question whether his intention is to build a solid business? Can you even define a 'solid business'?
Are startups solid in any definition? Surely once a business idea has scaled/matured into something solid is no longer a startup?
Are personal projects and startups now mutually exclusive? That must be news to Martha Stewart, the boys at innocent Smoothies (sold to Coca Cola) and the entire forum of Mumsnet.
Not to mention these guys - http://www.entrepreneur.com/article/224357
You might not like his proposal but you don't get to label it a non-startup when it actually fits every technical definition of the criteria.
Oh, and by the looks of this thread his potential customer base might be polarised but the idea is pretty validated. People are putting down money and defending the brand.
Sounds like he has a business to me...