Earlier quoted context omitted.
I think deep down, a lot of people have a low hum of awareness that they don't believe what is being said, but it's a survival mechanism to repress this in order to maintain a sense of worth in the work being done/not get fired for not being a team player.
My personal perspective is cynical like yours - that it's generally a scam to try and extract more "value" out of workers - but my wife works at a large corporation where they seem to genuinely try to make it an enjoyable place to work and the people involved, all the way up the ladder, are committed to that ideal. Praise flows freely, they do a ton of charity work, and it's not a thin veneer over a corporate machine…
They're going to spend that time on earth somehow, and if they're not actually working when they're at work, it'll just be Facebook or Zynga or YCombinator or Reddit that's extracting value out of them. Actually caring about the work just means that they'll actually learn some skills and develop a good professional reputation, which'll set them up for a better next job.
(I'm assuming a company with reasonable working hours but a strong mission alignment, not one that works their employees 24/7 for dubious returns.)