> 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.

This was in the US too--there was a "Gen-X slacker" ethos that persisted into mid-millenial "culture". Radically different for people born even 5 years later, I think it largely reflects the relative (perceived) security back then.

Under-explored topic perhaps.