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There's a risk in it though, and this is what I always try to stress. While I certainly accept there are many people who can work more hours, and do, (I do, if it's a project I care about) this can still set a precedent that "leaks" onto the other employees through that potentially subconscious expectation setting I mentioned. In short, you don't only have to worry about what you can handle, but if your behavior will put the rest of your team between a rock and a hard place.

This may be a "dangerous" thing to suggest, since I realize it edges on a "if no one does exceptional work we all look fine" mentality which certainly isn't productive, I just mean to stress that buying into 40< hours may have ripples in terms of legitimizing it as a Carte Blanche system, (Yes, this is a slippery slope argument, but having seen it pan out as I've described I'm less hesitant to lend it credence.) and as you say, an appealing life-style for many, or some, certainly might not be for all.