That is part of the focused effort (that started in earnest with reagan) to villify intellectuals and make people even more stupid. Just think about how many nickelodean/disney tv shows were about how cool the protagonist is because they care less than the evil teacher or nerd. And how the epitome of wit was "Ha, you said 'doody'" or "Actually, that quote was said by Voltaire so I am smarter"?
People think "Ha, I care less than you" makes them smarter.