How can one "start up a startup"? Seriously, isn't that like toasting toast?

I felt like the use of "startup" as a buzzword had lost its appeal years ago, but it seems to have had a recent resurgence, to the point where I have even read, in multiple places, advice about "starting up a startup". It's mind boggling because is proliferates the startup dogma, the bit where people think that the term "startup" automatically precludes them from having to deal in business (e.g., making money and other lost arts).