My entire experience with "hustle" in the context of making money was as a near-synonym for scamming people. Not until I encountered HN and related startup culture did I read/hear it used in that sense. I bet if I told most people I know without such exposure anything like "hustling is an important part of my business' success" they'd look at me funny, as they'd take it as an admission I commit lots of fraud or something similar.
Yeah there's the meaning in sports which was probably the first I ever encountered, but it's pretty different from the startup/business definition (one might relate them, but they seem to me to carry pretty different connotations) and again, in the context of some kind of money-making venture my association with it was 100% "scamming folks".