Silicon Valley prides itself on “thinking different.” So maybe it makes sense that just as a lot of industries have begun paying more attention to work-life balance, Silicon Valley is taking the opposite approach — and branding workaholism as a desirable lifestyle choice. An entire cottage industry has sprung up there, selling an internet-centric prosperity gospel that says that there is no higher calling than to start your own company, and that to succeed you must be willing to give up everything.

“Hustle” is the word that tech people use to describe this nerd-commando lifestyle. You hear it everywhere. You can buy hustle-themed T-shirts and coffee mugs, with slogans like “Dream, hustle, profit, repeat” and “Outgrind, outhustle, outwork everyone.” You can go to an eight-week “start-up hustle” boot camp. (Boot camp!) You can also attend Hustle Con, a one-day conference where successful “hustlers” share their secrets. Tickets cost around $300 — or you can pay $2,000 to be a “V.I.P. hustler.” This year’s conference, in June, drew 2,800 people, including two dozen who ponied up for V.I.P. passes.

But for some, “hustle” is just a euphemism for extreme workaholism. Gary Vaynerchuk, a.k.a. Gary Vee, an entrepreneur and angel investor who has 1.5 million Twitter followers and a string of best-selling books with titles like “Crush It!,” tells his acolytes they should be working 18 hours a day. Every day. No vacations, no going on dates, no watching TV. “If you want bling bling, if you want to buy the jets?” he asks in one of his motivational speeches. “Work. That’s how you get it.”

Mr. Vaynerchuk is also a judge on Apple’s “Planet of the Apps,” a reality show where app developers compete to win funding from a venture capital firm. A recent promo depicted a contestant alongside this quotation: “I rarely get to see my kids. That’s a risk you have to take.” The show’s promotional tweet added: “For the ultimate reward, he’ll put everything on the line.”