It's not you, it's their bullshit

There's a call to arms to step up and just start doing extra stuff for your corporate overlords.

It's a trap.

If you aren't appreciated now, you'll just be garnering more profit for the company, and they'll keep smiling until you realize that it's all just for their profit and you're still just a cog in their machine.

Rather do stuff that you want to do, for you.

For instance, I'll jump on a task if it means I can extend my own opensource software (which we rely on), but I'll be less hasty for something dumb like adding analytics to spy on user activity to produce cold stats like "conversion rate". And honestly, a lot of business "requirements" fall into this dumb category where profit is is prioritised over the users.