that's just what they want you to think, i am never quite fond of the idea that people need to advertise how hard they work, every time i heard something like this it just automatically translated into, i am not working as hard as you think, but you can never find out the truth anyway, and public tends to believe whatever the company is saying
oh and btw i heard it is never meant to be everyone, they said it was just for developers, not sure though, just heard from some people