The marginal value of the last hour put into a business idea is usually much less than the first. The world is full of ideas that can be executed with 10 to 20 hours per week, let alone 40. The number of projects that are truly impossible unless you put in 80 or 120 hours per week are vanishingly small by comparison.
This is of course nothing new. We’ve been playing this bongo drum for years. But every time I see people crumble and quit from the crunch-mode pressure cooker, I think what a shame, it didn’t have to be like that. It’s the same when I read yet another story about someone who won the startup lottery, and the stereotypical startup role model is glorified and cemented again.