>>> He's really talking about online application business-to-consumer startups ("appcrap")

No, I don't think so. The author is Slava from RethinkDB. His company is definitely not "appcrap" (as you put it), and I think his same line of reasoning applies equally well to "real technology" companies (like RethinkDB), it just takes place on a longer time horizon. If you extend his metaphors to include the time to competitively create "real technology" they apply equally well.