Jay, I agree that the phrase “hustle” — like the phrase “growth hacking” — is used too much. Your piece demonstrates that it’s used so much that it’s lost it’s meaning. To hustle isn’t to work hard.
You’re a hustler if you can find creative ways to get what you want/need more effectively or efficiently. A hard worker will email a million journalists her press release. A hustler will offer to write a piece about SXSW for a local publication so that she can get a press pass and then use that access to befriend a TechCrunch journalist who answers always answers when she sends a pitch… for example.