Hard work is invigorating? Especially when working on something cool?
You can sustain a month of 996 if your project is under fire (it may happen in a startup). But more than that is unsustainable: you have less social life and get more tired. Which means that you get more irritable, make more mistakes, eat more calories, and have more chances of depression or burnout. There is nothing heroic or productive about 996
Someone had an opinion calling something cool and I am not allowed to have an opinion questioning said coolness?
You do realise this is a discussion board right?