Companies can quite happily hold two opposing viewpoints when it suits them. Apple's products usually have some kind of pleasing consistency but that doesn't mean their corporate dealings have to be.
In a similar vein, a startup will be very happy to talk about how valuable it is, except when it comes to talking to tax authorities, whereupon suddenly their shares are borderline worthless.
Eh, this is at least a little different. Startups talk themselves up to investors where they need to convince the investors that they will be really valuable at some point in the future. This is compared to tax authorities who are only concerned about current value, which is often essentially zero when it comes to startups.
In a similar vein, a startup will be very happy to talk about how valuable it is, except when it comes to talking to tax authorities, whereupon suddenly their shares are borderline worthless.