I agree in general, but I think it's become a buzzword.

I'm looking at a position now, pays less than the going wage, but gets extremely high Glassdoor ratings, partly because they insist on a maximum 40 hour week and have plenty of vacations - and they too talk about "passion" in their documents.

Honestly, I feel bad when they use it. I'm about the only person I know who still programs for fun, and that doesn't make me a better person than anyone else. Jobs are jobs and we shouldn't be expecting people to be treating their jobs like their partners and children.