In the new era of things, the reality is players want to protect themselves and also set themselves up nicely for good paydays and opportunities. Can't fault anyone for that. For most of these players who aspire to be in the NFL Draft, or maybe want to transfer to another high-profile college, the last thing they want to do is risk major injury in a bowl game that really doesn't do anything for them and only benefits the school and conference. That's just the truth. It's a business at the end of the day and players are starting to realize that and are more empowered than before. Does anyone really look at a player and think "WOW they won the Pop Tart Bowl!". Obviously if it's a playoff game like the Rose Bowl that's different.
Most of the people playing these bowl games are players who are at the school for another year, "on the bubble" so they want to increase their stock, or maybe are seniors who aren't planning on entering the NFL so they want to just enjoy their final NCAAF game period.
People can get mad at today's generation but the reality is that's a large population. It's a movement per say. If anything, maybe the NCAAF and even NFL (more on the drafting side) should take more steps to try and increase buzz and introduce less risk for players who play in the bowl games. Otherwise, most of these bowl games are honestly gonna become pointless. I agree with @johnnygreen, I didn't really watch the LSU game today because no Jayden Daniels, so what's really the point for a neutral fan? But I don't blame Daniels either. He's a projected Top-10 pick, why risk a potential major injury in a bowl game now.