Re: 996?
They also get to choose. I have a feeling you're overestimating how common it is, but it certainly happens. The point, however, is that they are doing that because the business they decided to run will do better with it and they're willing to make that sacrifice. It is very different when I'm willing to sacrifice your time.
There are situations where I'm willing to work long and stressful hours, but I need to have a reason. Because you want me to is not an acceptable reason. Because you will earn more money if I do is also not an acceptable reason. It is time that they realize two important facts:
1. That kind of schedule is not going to help them in the long term and is probably not as useful in the short term as they think it is. It's one thing when people are doing a mechanical job and working them harder means a linear-ish increase in output. At least in that situation, it does something; it's cruel and unacceptable, but you can see why they do it. With knowledge workers, you're likely reducing their productivity to the extent that you get worse results out of them. This is even true if they're voluntarily doing it, but when it is forced, that decline is fast and extreme.
2. People won't take it. I think they are slowly learning this. A lot of corporate culture things have changed slowly but in this general direction. Employers have learned a lot that treating employees as humans helps, failing to do so is harmful to the business at first, and failing to do it for long enough results in some severe backlash.