The way I read you comment is that "the company can just spend more" so that everyone can work 9-5. The reality of starting a business, or even running a business in general, is that cash is limited (isn't it always?).

It's not about 'working for free', either. It's recognising what the reality is. Working for a startup is a choice and a trade-off. IMHO, wanting to work for a startup but only 9-5 is a little unrealistic.