Being "passionate about the business" is overmuch, but for the employer, it's important that candidate respects the business, in the sense that the candidate be

Being "passionate about the business" is overmuch, but for the employer, it's important that candidate respects the business, in the sense that the candidate believes that what the business is doing matters (quality product that will make the world better, boss recognizes good work and rewards it, customers deserve to be fleeced, or what ever gets you out of bed), so that you want to accomplish progress at work and not just do the minimum for the paycheck.