At my previous company, one of our (somewhat implicit) values was "suffering is not a KPI".
And even though there are times when things are rougher, these should be exceptions, not the rule.
At the same time, working 100 hours per week is the most bullshit business myth of all.
This is usually touted by the type of person who spends a lot of time in meetings or 'catching up on important news', and within industries where people are flat out lying to each other about how much they actually work (management consultants come to mind, and certainly some investor types.)
When you meet these people IRL you realize many of their 100 hours are spend sipping coffee in another part of town while having casual meetings, prior to running some personal errand. While some of this may qualify as 'work', it is not the type of 'work-work' that a naive coder/entrepreneur is pursuing en route to their burn out!