We all pretend to give a shit, but we really couldn't give a shit less. We pretend for the same reason we get married, have kids, go to school, strive for a good career, etc.: social acceptance. It's not socially acceptable to be uncaring, so we hide behind our fake kindness; when really, we're nothing but selfish, greedy human scum. I don't give a shit about you and you don't give a shit about me. Nobody cares.