Seriously, how is adopting an advantageous behavior an advantage if its sole purpose is to offset a disadvantage? It isn't. If you're not frugal, your not going to be able to start your company in a boom, much less a recession.
In short, businesses that increase market efficiency in novel ways seem, to me, more likely to succeed during a recession. This is so obvious that I'm surprised the article didn't mention it.
Also could get one more attention -- maybe -- because the media won't necessarily expect anyone to be doing anything positive. Recessions are one big moan, and the 'yipee!' of a startup will stand in stark contrast. IMHG (in my humble guesstimation).