Google used to have a severe problem where code refactoring & maintenance was not rewarded in performance reviews while launches were highly regarded, which led to the effect of everybody trying to launch things as fast as possible and nobody cleaning up the messes left behind. Eventually launches started getting slowed down, Larry started asking "Why can't we have nice things?", and everybody responded "Because you've been paying us to rack up technical debt." As a result, teams were formed with the express purpose of code health & maintenance, those teams that were already working on those goals got more visibility, and refactoring contributions started counting for something in perf. Moreover, many ex-Googlers who were fed up with the situation went to Facebook and, I've heard, instituted a culture there where grungy engineering maintenance is valued by your peers.
None of this would've happened if people had just heroically fallen on their own sword and burnt out doing work nobody cared about. Sometimes it takes highly visible consequences before people with decision-making power realize there's a problem and start correcting it. If those consequences never happen, they'll keep believing it's not a problem and won't pay much attention to it.