Completely different contexts. These are startups with fire at their backs running as fast as they can. They don't have time to be methodical and their brands are completely in flux. They have far fewer stakeholders to please and much quicker reaction time. In short: they are not American Airlines.

An outside contribution at this stage is as valuable as anything the companies themselves have the resources to put together. Meanwhile, we all see different angles to attack these problems while learning about a great designer. Everyone wins, and it sounds like it matters a great deal.