Isn't it just a rewording of the Calvinist/Protestant work ethic, though? Weird how the US is getting less religious on the surface, but holds on to the rituals - like some societal TSR.
Apart and separately from virtue signalling, i believe the demotion to a life of more struggle, even artificial, gives more purpose and meaning, and thus is pleasant.
I think purpose is important, and creates meaning. I don't know if struggle creates purpose, but maybe it does in the sense that purpose comes from wanting reality to be different than it is, and I guess any way in which reality isn't perfect for you would count as some kind of struggle.
