"Hustling" is viewed as an on-the-whole good, even if various archetypes associated with it (the Logan Pauls of the world) aren't viewed positively.
Being able to monetize a personal brand is viewed as more than just benign, it's viewed as a societal endorsement of the individual and their ideas/perspectives/strategies.
Hustle is probably an overloaded word in this context. I don't think you'll find a lot of people who say "hustle" in the abstract is bad. What you will probably find--especially among older better-off people--is a certain distaste for trying to aggressively turn everything into a side-hustle and monetization opportunity.
Being able to monetize a personal brand is viewed as more than just benign, it's viewed as a societal endorsement of the individual and their ideas/perspectives/strategies.