It's cute to see how much money they blow on their designs, but really, is this news, or stuff that matters?
You would be amazed how unselfaware many startups are. In the late 90's, early 2000's time period I frequently had to remind people in companies with 2 - 200 employees selling niche products that "But Microsoft does it that way!" was an argument against doing it that way for us, because we were anything like Microsoft in terms of resources, product or market.
You'd think that no one would ever have to be told that, but the reality is that most people look at something as incredibly difficult to build as Windows (in software) or an iPhone (in hardware) and think, "Yeah, I could knock that out over a weekend and ship a few million units a year, no problem!"