I've turned down jobs that promote "monthly massages", "beer fridays", "gaming evenings", and other perks like the article mentions because when you step back and look at it they're trying to replace your life outside of work with excuses why you shouldn't leave work. Bind your job to your necessities and leaving becomes so much harder.
I own one T-shirt with my company logo (company uniform not counted) and I only have that because we got "sponsored" jerseys from the owner when we did a rec sport league. I don't wear it outside of the gym or doing laborious physical work, I feel a bit weird wearing it in public in a way; we are not a "brand", we do not need social marketing to be the multi-million dollar small business group that we are, hell the Joe standing behind me in the coffee lineup isn't interested in what we do anyway, he's not our market.
But it goes beyond that... Rule #3 raises alarm bells where having one person solely responsible for entire aspects of a business leaves you in a tight space should he hit the road, or fall ill. Heck even daily situations like ego or pride masking his greater vision can mean death for the company no? Even having a second individual sharing the load from those responsibilities allows for collaboration, brainstorming and are those not productive?
Perhaps I write a lot of these questions hypothetically. I'm not in the start-up biz, I don't really see an interest in it as you might be able to tell it clashes with my personality. Is life really seen as this dogmatic in the culture? I know its not universal but it certainly seems prevalent when I read the comments on HN and the like.