For a startup, sales is about more than just "getting to yes" (behindthescenes.midtownrow.com)

Completely off topic (browsed to midtownrow.com to see what they were doing), but is it just me or is the current trend in startups shifting towards design focus + curation of stuff instead of a one app that does everything type of approach?

Other than lifestyle choices like fashion, food & travel, where else can this be applied?