Maybe I'm in the minority here but in most of the shops I've worked in over the decades where the IT dept did a lot of programming most of the folks did both dev and ops although nobody called it devops back then. A pure-sysadmin in a large organization is basically a computer janitor. Without some dev skills you're not going to be able to automate anything hence you're going to be reduced to doing the chump work that somebody with dev skills has already automated. Literally "I will replace you with a small shell script" sort of stuff. So I don't know if devops is meaningless bullshit but I certainly don't think it's anything new or buzzworthy.
As a software dev I have no problem whatsoever doing ops as long as I'm never on call.