A culture where I'm supposed to be working for "the user" rather than for my own benefit is inherently exploitative. Employment is a contract. If I stop delivering value, the company will fire me.

As they say, the reward for being good at your job is more work. Expecting me to put in top effort for "the users" without compensating me doesn't work.

The idea that you can fix this with culture is wrong. It's been tried many times at many companies and it doesn't work for anyone but the owners. Unless you own a significant (let's say >5%) piece of the company, those late nights you work for "the user" will never be worth it to you.