The company I work for runs a wrap platform [1]. Not one developer in the company has ever mentioned that they find the area intrinsically exciting to work on.

There is a sense of collective responsibility that we are the custodian for the retirement savings of hundreds of thousands of people, so you do not want to screw that up. There is also satisfaction in that our efforts as developers mean that our platform is consistently rated the best on the market.

But nobody, least of all management, is kidding themselves that people are working for the company because of the problem domain - they’re working for the company because of the pay, conditions, and company culture. And there’s absolutely nothing wrong with that.

[1] https://www.finance-monthly.com/2020/03/the-benefits-of-wrap... (NB: not the company mentioned in the article).