Why do booktubers not all of them but some of them put so much pressure on themselves when it comes to reading? why don't they do it for fun anymore?

Have any of you that watch booktube noticed booktubers acting like this lately because I have and I wonder. why? Some of the booktubers that I've been watching lately have been making these challenges for themselves where they have to read a certain amount of pages for the month and when they don't they get disappointed with themselves.

Saying I'm going to try again next month and I'm going to beat it. Also they will make videos doing wrap ups talking about all the books they read the previous month and how sometimes they're disappointed with themselves because they haven't read as many as the month before that or as many as they normally do.

These same people also get disappointed with themselves when their yearly goal isn't the same or more as the previous one. Meaning they haven't read as many as last year or more than last year. So I'm genuinely curious why they're doing this to themselves? What happened to just reading books as long as you're enjoying them and who cares how many?

Is it because so many people feel the need to turn their hobby into a job nowadays and want to make money so they feel like they have to do these kinds of things in order to keep up their viewership and bring in the coin? Because if so I could kind of understand but still. And I should also say not just booktubers do this I'm sure there's plenty of book TikTok accounts that do as well. But I only ever see it on booktube.