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1. Yes, you're right, and no one said otherwise.

2. You seem to be confusing a call for a change in overall work culture and outlook towards "hard work" (which really is over work) with individual actions.
That's okay. Accept that people who work hard for 12 hours a day will get paid more than you work 8 hours a day and everything will be fine. Don't expect similar packages and career benefits as the former.
If your business (escape from 9-9) is built on keeping others trapped in their 9-9, then there's a long way to go for everyone.