I can't speak directly for John - I'll let him do that when he gets up in the morning and reads this thread....
.... but if I were to interpret that sentence and edit it to better clarify meaning (which in retrospect, I probably should have done since I'm the site's editor), I would put the qualifier "most" in that sentence, so it would read:
"Technology, however, isn’t the driver any more for [most] startups."
We see that to be quite true when you look at the base building blocks of many web startups. They're largely the same underneath the UI, same development environments, same infrastructure, and many even run on common CMSs, and it's the positioning (i.e., the marketing) of the startup that's the key differentiator.
That marketing influences the community that floods the site, how they perceive the site, and thus how they use the site (which affects the iterative direction of the site).