There seems to be a lot of people that probably don't work well past 8 hours, and hate eating ramen, but brandish it as a point of pride, and there's a shared culture of misery that seem to imply that these things are necessary evils in order for startups to succeed. Kinda like a warrior charging off into a likely death bellowing, "For God and Country!"

I believe it was this martyrdom the author was attacking.