In some industries, people crunch, and everyone knows. It is very much considered to be a part of the job, and people that don't have their heads in sand are aware during hiring. Apple compensates very well but certainly knows how to push their engineers. The reward is to remain on a very rich boat during a fast-rising tide. Highly compensated software developers that have never had to crunch in their careers are lucky. And academics go through their own gauntlets...