[dchichkov]

Well, you can somewhat discriminate between them. Just look at people who work at that startup. Have they been doing GPU / Deep Learning staff at around 2010, when it had started showing promise? (this group of people is probably limited to a bunch of grad students and some small communities around a few open source projects). If yes, then you don't need to worry. After all, they've been smart enough to pick up deep learning half a decade earlier, before it had became a buzzword. And now they probably have experience in the area. A solid bet.

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?)