Yes - you are absolutely right. This is exactly what I mean. The point is that there's still a lot of rubbish outside. If I would use the diapers that I got on prescribe from my insurance without additional payment I would end up half of the month in wet trouser (and yes - I change as soon as I can...). This is because this cheap shit does not work very well while sitting. You can design diapers that work better but I guess this have it's price. It starts with wooven what is pretty important for the absorbing speed, goes over the length of the used fibres in the fluff what is important for the liquid distribution (if there are some used - there are also designs without), the type of the SAP that have to be adjusted to the fluff, the cutting pattern and the leak guards and so on. It is a bit a science for it's own and some doing pretty well here and some not.
How ever - I thing the approach from a startup is most likely a different ones. There is a huge difference between developing a diaper from the scratch or using existing fab's and machines and just change the color, the cutting pattern, the foil and the fasteners. If you develop a new diaper - and I mean somthing really "new" you most likely need to develop / trimm the machines that you need for the production process too. This is for a startup a big problem because this is extremely expensive. So it's not such an uncommon idea to came up with something for a niche market and use overcapacity's from some big manufacturers. If you look at the prices from crinkles and Co I'm sure that there's room for more. I think it's much easier to design something "fancy colourful bulky" for the AB community but to came up with a really high-tech thin, breathable, skin protecting and never the less super absorbing diaper for mobile people with continence problems.
And it's not only a manufacturing problem - if you try to start with something new in this branch you're entering an IPR minefield what is hard to handle for a startup.