They want us to LOVE working. Not because they want us to be happy at our job, but because they want us to overlook that fact that we're being exploited. They want us to love work so that they don't need to make any accomodations on their part to keep us as their employees.
I don't mind taking care of my other adult responsibilities: cleaning, errands, etc. I don't LOVE doing them, but I still do them because they're worth doing. It doesn't take much to make a job worth doing.