I'm not constantly peppered by this phenomenon on my feeds. In fact, lately I've been find more of the opposite: the growing culture of valuing 8 hours of sleep, mental health, and the like. This trend seems to be especially strong in the world of entrepreneurs. YC's Startup School had a talk on "How To Win"  - all about how to stay sane and healthy as a founder. Podcasts like ZenFounder  are teaching more of the same and building up that field. And I haven't even read it yet, but the popularity of books like It Doesn't Have to Be Crazy at Work  represent a growing movement of successful people - who I'd say still work quite hard - that avoid these pitfalls and are very loud in teaching others how to do the same.
I'm sure, as the author suggests, there're people who take all the motivational talk to an extreme. But there's an alternative that I hope many of us are following: don't just blindly work hard - because working hard is important - but work smart, too.
"Hustle Porn" was quite popular in tech several years ago. It lost its luster and it's no surprise that the hustlers have now moved into broader markets.