In the UK at least I suspect it's at least partially a generational thing. When I was in school back in the 90's it was deeply uncool to be in to anything academic. It's also not a surprise it was the height of lads mags and a very heavy drinking culture. These days that social pressure is entirely different for kids.
That said there are lots more ways to be good at your job than a narrow focus on hours worked and raw brain power.