I often encounter the same issue.
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Typical Example: Friends ask me what I am doing over the weekend? I said I got some work to do. I have to learn NodeJs, figure out how to parse BCC address off an email, focus on my UI and UX design for my email app, go do more research on hashtags for emails, etc...
What I cited there are not "work" per say as coined in most people's mind as the dreary 8 hour work life.
What I am actually saying is "I GOT A PROBLEM I AM PASSIONATED IN SOLVING. I AM GOING TO SPEND MY WEEKEND AND NIGHTS RESEARCHING TO SOLVE IT BECAUSE ITS FUN. IT IS MY VIDEOGAME, AND MY WAY OF GAINING SATISFACTION TO IMPROVE MYSELF."
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So basically if you replaced "In 2014, if you want happiness, choose work" with "In 2014, if you want happiness, choose PASSION". No one would unsubscribe.