Small business owners work 997 and you don't see them incessantly posting about it. That's the catch, though. They own the business. Founders can subject themselves to 996 all they want but it's a failure of management to expect that from employees for less than 1% equity.
I took a break from tech to open my own bookstore and I definitely work more hours than when I worked at a pre-IPO $7B startup. I'm way less stressed. At least my bookstore doesn't wake me up at 3am 3 nights in a row, and expect me to come to work the next day.