I think this is the attitude towards hard work that many of my generation and younger have. Mission, good people and upside (financial you can negotiate but you have to be changing things for the better) are crucial for commitment. This is where Twitter 2.0 fails.
To be clear I love hard work, I do well with chaos, but I like doing it with people I like, for a mission I care about and ideally with significant upside potential (financial or otherwise) to balance downside risk.