http://wilshipley.com/blog/2005/09/unit-testing-is-teh-suck-urr.html
I think what he's saying is unit tests don't add much if you are doing UI type development. It is hard to write unit tests for UIs (web or GUI), so if most of your code is UI code, don't bother.
However, if you are writing a library that will be used by a lot of coders, unit tests are probably indispensable. Otherwise, you would never be able to make even simple architecture or design changes (refactoring).
At my previous start up we had unit tests run on the entire system automatically after every check-in (with CruiseControl) and whenever someone broke a test suite, everybody got an email with name of the offender and diffs of his code against the trunk.
We also had a "beer rule" about violatros gettings drinks for everyone, to make the process a bit more exciting.
As your code gets larger, and as you start to have others working on it (who could break it), unit tests become more important. If you dont foresee either of these happening, then the time investment for tests may not be worth it..
We do write tests for this one and we don't have too many problems with bugs.
Tests take almost as much time to develop as the features do. I just wonder if it is worth the time and if other people with startups write automated tests.