I really dislike this argument. It makes middle-class Americans sound like a bunch of ungrateful churls, because they think that <some job> is beneath them (at the price the employer is willing to pay, but that part is always left unsaid).
I don't call my landlord an ungrateful churl, because he thinks that my <sub-market-price-offer> for his apartment is beneath him. Yet, this is a consistent argument whenever an employer-employee relationship comes up. No shit, I don't want to pick strawberries for $5/hour, when my rent is $2250/month. That's not because manual labour is beneath me.
The thing is - at a low enough price point, no work is worth anyone's time.
Those family members were probably working for below minimum wage. Surprise - their business was successful, compared to one where you have to hire employees, and pay them a minimum/living wage, and have an inflexible schedule of interest payments to whomever fronted the money for you to start the business, etc, etc.
It's not culture. It's economics.