I think I went into this with the wrong mindset. I started reading it and expecting (hoping) it would be a modern Microserfs by Douglas Coupland (one of my absolutely favourite books of all time). 
 Startup is no Microserfs. 
 So, my bad for expecting it to be. 
 Startup is a breezy read. Has some interesting (albeit mostly one-dimensional) characters. Full of stereotypes. Reads a bit like a comedy skit that makes fun of tech culture (it's hard to make fun of something at the same time you're writing about that thing .. I don't feel the author was particularly successful). Ends abruptly and unfullfillingly (not a word .. I know). 
 Also ... 
 (view spoiler)[Also (and maybe this makes me a bad feminist) I found the whole "sexual harassment" plot boring, forced, slightly inaccurate and very un-nuanced. This is a real issue in tech culture (well, everywhere, but tech culture specifically). I don't think Shafrir handled it in a particularly sophisticated way. And I find the actual outcome pretty unbelievable. (hide spoiler)] 
 And .. I wish she had incorporated more about @invisibletechman .. that was an interesting subplot, with all kinds of implications for truth and accuracy in reporting and in presenting identity on the Internets. 
 If it shows up on Kindle for 99 cents or you can get it from your library, it's fast and breezy and has a couple of interesting characters.