Our society doesn't force or even encourage people to be startup founders -- they choose it for themselves. There are plenty of examples of classes of people who have to work harder than they should in an ideal society, but I'm not sure what point you're making with this particular one.
I think the overarching point they were making was about the difficulty women have with balancing a career with having a child(which is further exacerbated for women founders due to the increased workloads founders face).
I do agree though that choosing to be a founder then complaining about a poor, usually self imposed, work life balance is a bit silly.
being a founder is glamourised. Being rich is glamourised. What more encouragement do people need? Wealthy businesspeople are basically the symbol of social success.
There is an imperative to be a high earner due to skyrocketing housing, medical, and education costs in the United States. At the same time popular media like Wolf of Wall Street, The Social Network, and Shark Tank, show how life affirming and beneficial it is to gain wealth.
To many start-ups seem like a short cut - even if they are laughably not.
