Innate to our economic system is the tension between labor and employer. Us as laborers want a higher share of the profit from our labor. Employers seek the opposite, and "fulfillment" provides them the means to extract it.
Consider the wages of game developers, which have stagnated compared to less "fulfilling" SWE work, because employers are able to supplant higher pay with work that people are passionate about. If being a "nine to fiver" prevents me from falling into that trap, so be it.