knowing "startups" i'm sure their vision is streaming SSH subscription as a service . They track your keystroke rate and automatically ship new batches of $2/oz coffee when you get below 90 keystrokes/min
No joke, but "startup" can often be code for, "extremely high-quality items that are subsidized by VC money". The quality doesn't last, but if you get in early, you can often buy stuff that's way nicer than it should be for the price.