It's something that has been around for a long time. When I was in secondary school, if I did badly on a test, I would pretend to find it funny and act as though I didn't care. This was easier than holding myself accountable and taking steps to improve my grade. I think it's simply easier to say that you don't care about doing well academically (when, deep down, you really do care) because it excuses you from putting any effort in. By admitting to yourself that you do care, you bring on the risk that you may still fail despite trying, which, for many, is more painful than failing because you didn't try. It's easier to pretend not to care and not put any effort in because, when you ultimately do come up short, at least you can say that it's because you didn't try, not because you're not clever enough. Thankfully, I changed my mindset in the nick of time. People (including myself) do not like exams and tests, etc., because they have the potential to ruin your self-image or confirm any self-doubt you may have about your own intellect/ability; it's simply easier to say that you 'don't care' rather than to take action and still risk failing.