I would say that the startup world is now a business itself alike Hollywood. There are script writers, producers, director, actors, and at the end you have a list of thousand people who created the movie.
Probably, this is a natural evolution that ends up in a "mass media" phenomenon, and we need to find a new space or branch that is different and more realistic (for the benefit of the market AND the people).
IMHO, startups are ill-defined (e.g. "infinite" scaling) and the use of "life-style business" is derogatory if we try to define a startup that doesn't want to scale at inifinitum or is wise to wait for the real opportunity. I always use the example of Nintendo, or even Intel. Nintendo started selling playing cards and Intel business were RAM memories.
I would say, like in a Zen koan [1], that we need "alternative startups" or "underground startup culture" more than "indy startups". It sounds weird because the use of "alternative" and "underground" is against a system but startups are in the system but koans are good for thinking on this.
[1] https://en.wikipedia.org/wiki/Koan