On the other hand, if these folks are just some bozos, who picked up a buzz-word and now are trying to hack some stuff together. Well. It's your call.
(I'm not in any way affiliated with that startup. and I haven't checked on the background of that PhD guy. Although I do have some small vested interest in the field of "deep learning" in general. And I don't want it to become yet another dead buzz word. And WTF - why Google is being used in the headline?)
e.g
Deep learning will allow us to identify new opportunities and capture more value from existing markets..blah blah blah.
At some point people will decide it would be good to deliver something with that claim.
(honest question.. are they the same thing?)
They aren't entirely different approaches, considering deep learning is a form of machine learning...
(passes out due to buzzword-itis)