The top firms all recruit heavily from biz schools with the #1 criteria of billing a crazy amount of hours. I'm not surprised they're trying to market themselves as "less ridiculous" than the competition but don't really believe it. We would work until 7 or 8, go eat dinner and drink on the company dime (purposely with only other consulting team members) then go back to work, drag ourselves to (most likely) a hotel room for a few hours of sleep (because they prefer to keep you on the road) then back to work and repeat. Low utilization was 2200-2400 hours annually with many (most?) billing substantially more. It's hard to believe that a business built on taking a piece of every hour worked would be serious about cutting back the number of hours.
They treat young workers like oranges, squeeze out all the juice and pitch the rinds. The math says not everyone can make partner so don't worry about keeping people happy, just load the funnel with new grads.