Also look at what a company does instead of what it says.
Whether it is a "family" or a "team," you can be assured that the company will be looking out for itself first and foremost, potentially to the detriment of the employees. I don't think that's necessarily bad, but you as an individual need to watch out for yourself no matter what rhetoric the company uses.
Considering the same labour laws apply to Airbnb and Netflix, yes it's a far more honest approach. Not admirable, not right or fair, but a lot less manipulative.
If Netflix wants to fire half their engineering team every year, that's fine, as long as everyone walks into the arrangement with the mindset of a contractor, or a mercenary who's only there for the paycheque.
Netflix pays well, has a generous severance package, and is honest about its culture. I think there is nothing wrong with them making it easy to fire.
Basically a common tactic of corporations is to espouse "we are a family" but it is just a manipulation tactic for employees to work long-hours and to give their all to the company. The "we are a family" mantra would be fine if it was coupled with a healthy separation of work and life; with the biggest indicator being that healthy working hours (around regular 8 to 9 work hours only) is maintained.
In contrast, something like Netflix culture which is "we are a team and not a family" seems like to be more of a healthier alternative. On a last point, the "we are a family" (i.e. we care about our employees as persons instead of just means or cogs) mantra is fine but it usually turns into "we are a toxic family" (i.e. give your all to the company) instead of it being a "we are a healthy family" (i.e. our company values each employee).