That's a great question to ask. Perhaps that's a key in motivating good test/coding: Identify the areas in which developers can take pride in their work, and then promote those areas.
In my particular case, I think it's because the original developed code (which is C-wrapped Fortran) has been around for decades now, and it's a massive strung-together type project (and it uses Motif... bleh) that is required to maintain backwards compatibility with some legacy hardware that's been around since WWII. So what's there to take pride in, if you're the third generation developer on it?
(Well, that's the attitude... I suppose I should attack that attitude, rather than just my original point of attack, which is configuration management and test-automation for maintainability's sake.)