The idea of putting in the hours for yourself makes sense, something you'll own upto and like doing it, not because you have to.
Expecting someone else with far lesser incentives is not even sustainable. I remember putting in a lot of hours at my previous company, i enjoyed doing it and i was learning at my first job, there are weeks where i put in those hours but those are for myself and what i'm building and it's insanity to expect that even to myself.
The metric is the output, independent of time you put in; alot of startups need those hours at times it's important to get things done but setting it as a culture and take pride is so naive of a thought.
i love high performing individuals delivering more output, than subpar individuals working delivering much lesser value and not just working for sake of it.