There's a good book[0] I continually recommend which traces why people really do love their jobs, and especially the transition between the concept of work in earlier capitalism to the concept we have today. In short, companies (directly or not) put a lot of effort into making sure that your desire aligns with theirs, past the desire to materially sustain ourselves which Marx theorised originally.
A summary of the book:
>Why do people work for other people? This seemingly naïve question is at the heart of Lordon’s argument. To complement Marx’s partial answers, especially in the face of the disconcerting spectacle of the engaged, enthusiastic employee, Lordon brings to bear a “Spinozist anthropology” that reveals the fundamental role of affects and passions in the employment relationship
It is provocative and refreshing to even unsympathetic readers.
A summary of the book:
>Why do people work for other people? This seemingly naïve question is at the heart of Lordon’s argument. To complement Marx’s partial answers, especially in the face of the disconcerting spectacle of the engaged, enthusiastic employee, Lordon brings to bear a “Spinozist anthropology” that reveals the fundamental role of affects and passions in the employment relationship
It is provocative and refreshing to even unsympathetic readers.
[0] Frederick Lordon - *Willing Slaves of Capital: Spinoza and Marx on Desire" https://www.penguinrandomhouse.com/books/228873/willing-slav...