I also think that many founders aren't trying to always 'build a major company' but instead want to 'do their own thing' and earn a living without being entirely beholden to corporate types.

Don't think that the 'less work' is generally the case, even if the idea might be nice, but rewards that correspond to work can be good. Autonomy must be a strong driver.

However, once bootstrapped and operating, that can seem like a distant dream if the business requires more staff, with admin and management becoming 'a thing'. Later, looking to sell the business can mean a whole load more work but if all the stars align well, can give a large return. Or not.