The demand from what you dismissively call "social recipe sharing startups" is an insignificant fraction of the demand for software engineers. Techcrunch is not a good proxy for the job market.
How many people do you think are actually getting paid to write social recipe sharing software? Maybe 1000? There are ~1.5 million software engineers in the US alone. Even if you think that there are 10000, that's still less that 1% of all positions.
http://www.bls.gov/oco/ocos303.htm
