Yup. He’s “working” 7 days a week but only doing like an hour or two of actual productive (if it can even be called that…) work. This is how a lot of C-level executives use weasel words to make themselves seem important.
They’ll show up to the office at 8AM, but they’ll say that they started “working” at 6AM because they woke up and had an idea while in the shower. Then they’ll play golf with their friends (“business associates”) in the morning and say they’re working. Then they’ll go to lunch with their affair partner (“potential client”) on their way back from golf, and say they’re working. Then they’ll sit in one meeting in the afternoon, where they don’t even do any actual work but do a lot of talking with a lot of buzzwords to sound important. And finally, they’ll leave the office early and talk online about what a hard worker they are for starting work at 6AM.
The “I work 12 hours a day, 7 days a week” stuff is all just capitalistic “we deserve to get paid more because we work hard to run the companies” propaganda.