Companies have been doing that for years. You think factory workers or fast food employees all love their jobs (without being a little brainwashed)?

This is the trend I've seen from my friends (even before Gen Y)

Parents came from middle class, work their ass off to provide for their kids. The idea is to give their kids the opportunity to do what they love instead of having to run the rat race.

For the parents that succeed, their kids end up picking something they love, but pay absolutely crap. But they're happy right? Well, not really. So now the friends' kids are growing up in a family where money IS an issue, and they learn to work hard for things. They don't necessarily get to do what they love, but they'll work for pay. One day they'll grow up and provide for their kids so their kids can do what they love.

This ends up being a moving sine wave where each generation repeats what their grandparents did. I'm not really sure if there is a better way.

OK, so my statement was biased by my experience in the software industry.

>You think factory workers or fast food employees all love their jobs (without being a little brainwashed)?

They are all trained and required to act as though they enjoy their jobs when on-the-clock, yes. In current days, they are often not hired without showing some enthusiasm for the prospects, yes.

Strangely, it gets even worse when you move into well-paying fields like software, engineering, finance, etc. "Passion" is the hiring watchword.

Kid enjoys something that pays well? You'd think it would be the best of both words, until you realize the companies are filtering for passion for the company mission, a quality not usually found in actual human workers anywhere.