Startup incentives in new small business law

I just read through the highlights of the new small business act that passed Congress and was signed by the President.

One of the highlights is for entreprenuers:

    An Increase in the Deduction for Entrepreneurs’ Start-Up Expenses:The bill temporarily increases the amount of start-up expenditures entrepreneurs can deduct from their taxes for this year from $5,000 to $10,000 (with a phase-out threshold of $60,000 in expenditures), offering an immediate incentive for someone with a new business idea to invest in starting up a new small business today.

I don’t understand how this is an incentive. If an entrepreneur starts a business, they won’t have an income to deduct. What am I missing?

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