The ADS uses the word "substance" much more generically referring to all flower parts:
Substance desirable:
Springiness and toughness of the flower parts . Firm, crisp, stiff, thick. Uniform back and face.
Undesirable: Ray florets soft , lack springiness, droopy. Not Turgid. Ray florets missing, shriveled, thin, brown, dirty, misshapen. Overly mature , lack of substance affects symmetry of color.
No where is starch mentioned. I believe vacuoles full of pigment are a big factor.