You can't rob Peter, Paul and Mary to pay yourself.
I really care a lot about it, and would like everyone to know about it, so that they would care, too.
Why do I care so much about it? Because I thinks it's important to care about something that's so crucial to our daily lives... and yet, not, but still important enough to care about.
How can you care about it more? Just close your eyes for a moment and be silent, and you'll feel the important-ness of it flow over you and consume you. Only then... yes, only then... will you understand its importance.