DevOps isn't amount making Developers be Ops guys. It's about the fact that automation eats everything, and a significant part of 'ops' is now coding. A DevOps person isn't someone who develops, and who does Ops. It's someone who does only Ops, but through Development. It's not about start ups vs Enterprise, it's about 1 person writing programs or 5 people doing things by hand.
That's not true. There are many scenarios where devs also understand ops and do both. It's getting rid of the "throw it over the wall" mentality and incorporating ops within dev itself IMO. And devs love to automate things so we have created a lot of tools for that.