I guess it depends on how much maintenance you have to do 😛 In one of my teams, they own a lot of different products, so maintenance is seen as something that is taking up all of their time (negative connotation).
We seem to talk a lot about when is something maintenance, and when is something an initiative (a planned project). In my opinion, maintenance is a small task that doesn’t require a lot of planning. If you need to do a large amount of work to keep something up and running, or to ensure it scales, then you should treat it as a project with specific outcomes you want to achieve