I agree that this attitude shift has taken place, but I would theorize (can't prove it, because history isn't an experimental science) that this is a symptom of the larger revolution in our global political economy in the last several decades.
In a world of job-for-life employers and defined benefit employer pensions, it makes sense to optimize for craft to a greater extent (because you can build a reputation at your company as a maverick whatever-you-are and therefore get assigned to the most fun projects) and there is little incentive for resume padding. Also, if your management is from the older operations-focused school, they may have some genuine interest in the quality (or, at minimum, the efficiency) with which you do your work.
With increased velocity of employer-hopping and financialized retirement savings (401ks instead of pensions), it now makes little sense to try and build a reputation in your company. Even if you stay for decades, your colleagues will rotate around you and its therefore almost impossible to build a reputation as a craftsman. Also, without a defined-benefit pension, you are increasingly incentivized to over-save for your retirement (even if you would only like to target a modest amount of retirement income, the only way to achieve this for sure is to have an enormous amount of savings). Finally, your management now has no interest in operations at all. Instead, they are all in on the "theory of the firm" which among other things is meant to justify a make-the-stock-go-up-no-matter-what strategy.