I accept that's what they would claim to be doing, but I don't accept that's what they were actually doing. Not really.

You know how some people start startups and spend their time registering a company and designing a logo and imagining features and so on? Because they think that's what starting a business is, what it should be? But that's not how to actually start a successful business, building something which people value and then getting people to use it is how to actually start a successful business.