"pushing 996"

What does this mean? You mean they have close to 1k employees? Odd typo or odd way to say it.

https://en.wikipedia.org/wiki/996_working_hour_system

I'm not in the startup scene or the US but I've come to understand this as 6 days a week of working 9am-9pm - typical hustle virtue-signalling nonsense and/or the latest move to exploit/shame/scare driven/desperate people to sacrifice their lives unsustainably for the wealth creation of others (and I take the comment you were replying to was criticising this as well).

996 is a work schedule that derives its name from its requirement that workers clock in from 9:00 am to 9:00 pm, 6 days per week, resulting in employees working 12 hours per day and 72 hours per week.