In some fields doing what you love won't pay your bills. But haven't you noticed that usually people that do what they love they are really good at it? And you keep wondering how he/she does it? A lot of people choose to work in a field that maybe it doesn't suits them or maybe because they have to because of the trends, but be sure that one day they will end up miserable and with no time to do what they really love because time may have passed.
Starting up a tech company in lean times is certaintly different from any other business whose products are tangible. The startup and operational costs are much lower and surely, making wise choices the startup can outperform competitors.