Yes, people give a shit. In fact, based on Google search data for “Mr. Olympia”, more people give a shit now than ever before. The 2014 Olympia was actually by far the most popular in history—no doubt thanks to the “Phil vs Kai” storyline.
The prize money is also at its all-time high. When Arnold won in 1980 the prize money for first place was $25,000—or about $85,000 today, adjusting for inflation. The prize money for first place in 2016 was $400,000. That's almost five times as much, and in fact it's double what the prize was only five years before.
So, yes, people give a shit. Just not the posters still hanging on at getbig.