I found this passage from the works of Thich Nhat Hanh very helpful to deal with that, YMMV.
“Then Allen said, “I’ve discovered a way to have a lot more time. In the past, I used to look at my time as if it were divided into several parts. One part I reserved for Joey, another part was for Sue, another part to help with Ana, another part for household work. The time left over I considered my own. I could read, write, do research, go for walks. But now I try not to divide time into parts anymore. I consider my time with Joey and Sue as my own time. When I help Joey with his homework, I try to find ways of seeing his time as my own time. I go through his lesson with him, sharing his presence and finding ways to be interested in what we do during that time. The time for him becomes my own time. The same with Sue. The remarkable thing is that now I have unlimited time for myself!”
I often find myself wishing I had more time to collect my thoughts and program things I want to program. I don't have the time to do all the things I want to, while keeping a healthy balance in my life - and that's OK.
But I still connect with the mantra - because that's who I am as a person. I code. I think about coding. I enjoy coding.
I get that some marketing person thought it would be funny, but work/life balance is and should be a serious subject for developers. This is "real life shit" that decides what relationships you have with your friends, family and colleagues, where you end up living in the future, if you have kids, keep your health, are happy, don't die alone etc.
It's about how you view it. View it as job and it sucks. View it as hobby, and it's fine.
Just like Gaming
I code for a career.
I also code for a hobby. I code for fun. They're different. You can eat. sleep. code. repeat. without it being eat. sleep. work. repeat.
And you can mean it lightheartedly/halfheartedly as well. "Eat, sleep, game, repeat." can be the same thing.
Obviously taking it literally is unhealthy, but I don't think anyone is proposing people do that other than employers with an unhealthy obsession of getting as many possible hours out of their employees as they can.