I'll be the first to admit that I didn't really get the upshot of this article, but it seemed like they were trying to figure out a way to get more consultants into the startup business.

As somebody who does a lot of startup stuff, and enough consulting to have an opinion or two about it, the risk/reward matrix for consultants messing with risky entrepreneurial ventures (presumably with founders you do not know very, very well) is something to be feared. Startups are almost by definition broke and on the edge of survival at all times, which makes them super, super bad clients. Give me somebody with real customers who needs to make the pain stop all day long.