Seriously, out of all the problems this start-up represents, the author chose to focus on cultural appropriation? Now the article did touch on other things as well, but the central point leaves a bad taste in my mouth. The author seems disconnected from reality, too. Want to talk about the real problem? Start with how such companies will affect the unskilled labour market.
Also: people publishing these articles are - like always - fast to write about how the tech culture is perceived, but also stubbornly refuse to take the responsibility for the fact that they're who create that perception in the first place. Juicero and Bodega are one but thousands of startups in SV. Yet they define the tech culture through them... because writing about those gives them most outrage-driven clicks, in a self-reinforcing loop of caricature.
I defer to SSC for the much saner critique of SV: http://slatestarcodex.com/2017/05/11/silicon-valley-a-realit...