This is how I feel as well. I used to put more time into open-source and just code in general, now it's more of a means to an end for me, with the odd "passion" project. Life is short, don't waste it all working, even if it's what you enjoy, there are many other things to enjoy and experience. I refuse to work with companies now that put over 8-10 hours a day in, it's just too much, and fosters a competitive environment.

As far as being known, just do what you enjoy. If you enjoy it you'll produce quality work, and if you produce quality work then the rest falls into place. Play your cards right, get yourself into a position at some startup (or your own startup) doing what you're interested in.

I think it helps to be vocal as well, blog a lot, speak at conferences a lot, and so on. I'm not really this kind of person but I've seen others who get really popular from being "thought leaders", possibly more so than for any code.