I've noticed the same here in Europe. Founders are really pushing the "Everyone should be doing 996 minimum", arguing that anything else is simply laziness, and that it is impossible to build a billion dollar company any other way.
But, of course, like many here have noted...there's billion dollar difference in incentives between a founder, and even the early members. For a "rank and file" engineer, you're sacrificing your life to make someone else filthy rich. And if lucky, you'll be left with a payday that's not too different from a regular industry job...