There is a hard edge to the industry, though. We have seen it with how Facebook pushes user privacy back when there is a user outcry.
It continued this week at the 'The Europas'. One of the continent's most prestigious technology awards nights, the event is aimed at start-ups across Europe.
Most of these businesses are billed as doing "incredible" work and are "fascinating" companies. The subtext is clear: these are the good guys and we should be proud of them.
It was with surprise then, that The Punt noted the pay day loans company Wonga won the award for best heavyweight start-up, given the nature of its business.
The UK firm doesn't operate here but that hasn't made it any less notorious.
The company has been the subject of much press coverage in the UK that has focused on its lending methods, its APR of 4,241pc, and its alleged harassment of debtors.
That is not to say it is anything other than a legitimate business, but it is hardly the "exciting" start-up the industry usually talks about.