Though today I wouldn't manage a project to rely on crunch, nor expect anyone to crunch, it's still new to see a software development crunch described as something out of the ordinary and that needs incentives.
Starting with my first real software engineering job, crunches were something that just happened. And I didn't question it, because it wasn't that different than being a kid and coding into the night, or being in school with long "lab" hours.
My read of the tone of the WaPo is that the reader is supposed to see a crunch more like an hourly store clerk being expected to keep working after they've punched out on the time clock, rather than what used to just be the norm for software teams that wanted to ship.
Probably this is a good change, since we should be focusing on managing the project and greasing effectiveness in ways that mean hitting external deliverables, not assuming we can crunch.