Absolutely true.
> I think most people excited by these articles are confusing not being aligned with their job’s goals with questions of effectiveness. If you don’t want to work, and don’t really care about your work, less hours for the same pay sounds great! If you personally care about what you are doing, you don’t stop at 40 hours a week because you think it is optimal for the work, but rather because you are balancing it against something else that you find equally important. Which is fine.
And this is really the key to the whole shorter work week argument. I agree with John; if you are running your own company or initiative in an area you are passionate about, the 40 hour week question probably doesn't even dawn on you. Why would you want to work less to achieve a goal you are ambitious to reach? If anything you are working more because you enjoy it and want to see more progress more quickly.
But most people working a typical job (even in tech) are not in a position to care deeply about their work and its outcomes - why that's the case is a separate discussion and probably differs person-to-person. A good amount of those people might even be working on things during those 40 hours that are a poor use of their individual time due to bad management, bureaucracy, inability to work on things they want to, etc. These people are not able to work 40+ hours things that feel or are as important as other things in their life such as side projects, family, exercise, etc. And so the 5 day, 40 hour workweek feels incompatible with their life.