I think Jocko Willink was criticized for that, He would post pictures of puddles of sweat and kettlebells or barbells with his watch at like 4am and he'd talk like that's what he does to be successful, out of bed by 3am done working out by 4 and to work by 5 then pitting in a 15 hour day or something.
People who worked for or with him said that was total BS. He did get up early to workout but he'd often be taking mid day naps, working from home, working just a few days a week and only a few hours a day when he did. He is mostly acting like his navy SEAL training has carried over into his business life when in reality, he's gotten to a point where he docent need to put in 20 hour days.