Remember in the gold rush the people that got reasonably and consistently rich were the ones selling pic axes and buckets.
Not every company is like that. LinkedIn was famously 40-hour weeks in the early days. I just started at a company that's pretty aggressively work-life balanced. We're no doubt a startup (VC funding, high growth, the whole 9 yards), but we just don't believe that 80 hour weeks translates to the best work. You are first and foremost your own caretaker, and it's probably bad if you're in the office 8-6 and working at home.
Culture matters, and it's different at every company. Don't let what's said on Twitter fool you into thinking it's the same everywhere.
Oh wait, the article is saying that "9-5 is for the weak" and recommending longer hours? Intellectual focus of creative work can't be maintained long term for that many hours a day. People that do that are working ineffectively, or "losers" to use the parlance of the article author and his title.