I think it is simpler than that: people generally tend to work for companies who's products they think are interesting and useful. It's much easier to go into work each day when you think you're spending your time doing something useful.
It works both ways. Sure, when you're looking for more people to join your cult, it helps to get those who are already drawn to you. But you also need to screen out those who would become disappointed quickly, and brainwash the ones that join to ensure continued devotion.
In a way, liking the job is part of the compensation package. That's why places like game development and SpaceX can pay little for bad working conditions and still have enough applicants.
It's only really an issue if you get tricked by a facade or indoctrinated into a cult. For companies that are honest the dynamic is perfectly fine
