It is a relatively new phenomenon in my opinion. Players and coaches used to really get up for the bowls. Conferences used to take pride in defeating the opposing conferences. The best players, instead of sitting, used the game as one last showcase of their skills when there are not a bunch of other games on. Coaches used to use the game for recruiting purposes.
There just is no pride anymore. I wonder if this has anything to do with our culture trying to move away from the concept of winners and losers. I mean, I didn't play D1 football ... I played basketball on black tops. I Just don't understand, and will never understand, playing a sporting event in your twenties that you don't care about winning. I ALWAYS cared in my meaningless games against meaningless opponents, in games no one in the whole world cared about but those of us playing in it. How on earth could a D1 athlete not care? In recent years, I have heard it about professional players and teams as well. Shameful.
I get the sitting players protecting themselves, I really do. But to play in the game and not care at 22 years old is just hard for me to fathom.