Sometimes it's bragging. Sometimes it's somewhat delusional. A lot of folks who say they work that long don't really.

To be forced to do that much is awful, to do it voluntarily is probably obsessive.

We absolutely do not want that to become 'normal' or accepted. As others have mentioned, our forebears fought very hard to get the right to a family life, the right to time away from the grind. We shouldn't give it up so easily.

It's also likely to be really unhealthy.

Though I think "I work 80-90 hours for myself on my own projects" would be received differently than "I work 80-90 hours for my employer."