My parents used to care, but after getting a scholarship in high school, and various other awards, they've stopped caring.
Similarly, I stopped really caring too, so my test marks have been on a decline ever since.  I'm probably still above average, but nowhere near the 90% mark; highest GPA only requires 85% here.  And I always leave revising for tests to the night before.  Or about 2 days before, now that I'm in Uni, and actually don't even look at material outside of lectures/tutorials (which they strongly recommend you do).

I'm still taking my work seriously to an extent here.