The beauty, the true power of startups lies in their abilities to break all the rules. A startup is not some massive corporate entity with a reputation. Their are no stock prices or shareholders to worry about. Without the constraints and rules of the real world entrepreneurs are able to change the game and play the field as they fit.
Because small scale startups are have such little mass and momentum, pivoting or changing direction is not a problem. Without massive corporate structures and a huge employee base to support, startups can change the entire equation and dynamic of their path without a problem.