I can't speak for anyone else but I can tell you why I decided to work with startups. I am a terribly impatient person and I felt that large companies would take too long to do anything differently. As for the 'becharay startups', you will have to check with some of the companies I work with – Urban Ladder, Voonik. Seriously, though, your point is a valid one. Working with young, digital companies requires a completely different mindset. Stuff happens at accelerated speed, everything is measured and every norm questioned. There is little room for pure gyan and I think people should understand that before venturing into this world.