That’s just table stakes for a generic retail store Just because I drive a car wouldn’t make me a car business.

I think of tech businesses primarily as those that develop novel technology and secondarily as those who use technology in a novel and unexpected way. In both cases technology is the differentiation.

The only novelty of this business is its message and while that might make a perfectly respectable business (I am not part of the target market so I can not judge) there’s no “tech” in their business plan. Think of it more like Ralph Lauren and Calvin Klein: the clothes are made in the same factories by the same workers; the only differentiation is market positioning. Nobody would criticize them as not being “business” or even “clothes business” but their differentiator is marketing.