It appears that the best work is always produced by those who care enough about it. This principle applies to programming as it does to any other type of work.
In my opinion, caring does not mean being zealous about it. As I see it, an attitude of dispassionate pride about the work is a good indicator of caring.
There is a common perception that if architects of buildings produced the same quality of work as some of the software out there, buildings would be horribly lopsided and flimsy.
To change this perception certainly requires a cultural shift focused on quality.