It may be surprising to you that my customers actually don't care how many hours I want to work, but only about the value I deliver to them. I don't get to wave a magic wand and work 10 hours a week and keep all my customers, though I'm sure my competitors would wish I tried.
The place I see "lifestyle businesses" working best is where the market is unattractive to larger competitors due to size, difficulty reaching clients or others. There only select markets where this is the case.
Look, I love all the lifestyle business stuff and I'm adopting some of the tactics myself, but the suggestion of this article and your comment that the hours you work is solely a matter of choice is bullshit. You have to give up something, normally money or proximity to family and friends. Or put it a lot of work upfront building a business that you can then coast on.