In reality, it is the case that people often care deeply. Many of those hired by or paying for a business are in fact excited to be able to help write its story. Many aren't though, sure. Maybe they're just in it for superficial competitions or comparisons. But you'll never know who's who if you don't start an active dialogue and analysis process.
What's super helpful as an outcome of work in this area is to understand who cares about what, which incidentally helps you create a model for getting them to care more about what you care about.
If nobody really cares, we're all screwed. But that particular thought model only works on that darwinian level, the one that sadly operates as the kind of unspoken shadow of many who work in tech today. We get together and bash ideas together and somehow when our feelings come to a head we reach for a "just" philosophy.
People do care though, and that means we each need to find a way to work in that caring world and explore it just as well as the uncaring one.
Consider each one of these as important truths: 1) Nobody cares, 2) Some people care, and 3) All people care.