When startups were "cool" and people weren't so keen to their puffery and PR hacks or vaporware smoke tests, it was positive. However, these days you almost ce

When startups were "cool" and people weren't so keen to their puffery and PR hacks or vaporware smoke tests, it was positive. However, these days you almost certainly want to be known as a "business" by anyone who matters, and one with good reviews.