One thing that a new startup does is allow a company to push the boundaries of the law. I’m not saying you should try to break the law, I am saying that a startup can afford to take a lot more risk in the area then an established company which has stock holders and other product lines to protect. There are a ton of examples.
The main headline grabber is Uber (formerly UberCab). The company found out quick that in many cities, in order to use the word “Cab” in a business title you’ve got to be paying the city quite a bit. Uber’s CEO even joked at the recent TechCrunch Disrupt conference in New York that he probably had 20,000 years of jail time in front of him.