To keep up productivity and make it seem like the company is growing even when it's reached the maturity stage of slowed growth, business's will often push their employees to go above and beyond which then becomes the standard. So, if you don't go above and beyond, you're performing below the standard. Companies like Google are also increasing the amenities at work which almost makes it cultish. You eat a company sponsored dinner, you take your children to a company daycare, you play in a company's game room, etc.