Yip, the whole "team pep" talks and the like, all reminisce of what we would call a "cult" in mentality they wish to install in the worship of the `company`.
But unless you have a vested interest in that company with shares or a good profit share package, then giving any job your life and soul is only going to end badly for yourself and you will burn out. Though the trend may seem to pull them in, burn them out and install a agist mentality upon older workers, don't make it right - however indirect that mentality is played out.
Remember, a career is a progression of job measured via what you get paid, but they are still jobs after all. If on the other hand you are more involved in the risk and rewards aspects, that is different as your being fair upon yourself with what you invest. Otherwise, it is just a job.