Yeah, I absolutely would never take a job at a huge company whose core wasn't tech. On the other hand though, I think most tech startups are chasing the hard money. I'd be very keen on joining an early stage "traditional" business in an established market and use technology to gain a competitive advantage. The trick would be that the founders would have to either include me (tough because I don't have any experience or contacts in any of these industries) or they would have to recognize the value I bring with proper incentives (tough because traditional business people who understand the effect of user experience on sales will probably go to an overpriced agency because it's a lot easier and reliable than finding real talent to bring in-house).
