I agree, but this is a tricky matter.
By one side, simply the best way of achieving any measure of success requires a lot of work, that's easily seen rationally; many other sacrifices we make though don't generate meaningful results. But we associate the effort required to perform all those, so to have enough morale to perform hard work by accepting sacrifice, some may need (irrationally) to perform other kinds of sacrifice.
Let me clarify this in the east asian setting: sometimes just prizing the result (good grades, acceptance at university) will not actually provide good results because kids (and people in general) are not perfectly rational and can't clearly make a best strategy to their goal. So people start prizing the necessary (but not sufficient) steps to reach the goals, namely sacrifice -- which leads to the stupid biases of putting unproductively much study, working an unproductive number of hours, and so on. Another reason there may be a bias toward sacrifice is that the other side is usually much worse (i.e. major unwillingness to put up work), so society overcompensates.
So even if you look at it rationally, it may make sense when you take into account our psychological quirks. Of course, it's all the best that we don't have those to begin with, and I figure a great part of our learning is simply bypassing those natural barriers, optimizing for results.