Some times taking more time (and/or better coders) to do something 'right' vs. just hacking it together is the difference between failure and success. So from an individual startup's POV this may not be worth doing. Having enough users/success to warrant a security breach is a luxury problem when viewed from the eyes of an entrepreneur with no product.
On the other hand, collectively, startups losing everyone's credentials/data are burning the commons wrt people's willingness to use new products.
But then on hand #3, it's not as if BigCo's have a much better record, so I guess this gets chalked up to the general 'why in the world do we release software this bad?' and the general answer is 'because people have been trained to accept it'. In the same way that if the car was invented today it'd never surpass our current health&safety considerations.
So I guess my point is, software is terrible in general, and security is just one aspect of many. As long as we don't have a better way to write it, it'll keep being bad. It's not fair to expect startups to set a higher standard, when they're optimising along several other dimensions at the same time.