I can relate to the shift towards expecting work to provide personal fulfillment. I know I look for that, but I don't know if I really should, or just be content with a nice paycheck and stable employment. I've got hobbies out the ass, really, but I can see how people are constantly tempted to turn it in to a profession. The homebrewer fantasizes about opening that microbrewery. Make candles? A front-page post on reddit can jolt you into small business territory, at least momentarily. Hell, Etsy practically has their business model built off people's desire to monetize their hobbies.
The thing is a lot of people don't realize until it's too late that they like doing their hobbies on their own terms, not someone else's (i.e. as a business). I learned in high school I like drawing, but not art class. I like music, but not being poor, etc. etc.