I suppose they did not really cared at all about the bonuses they could possibly receive if they achieved a higher VIP level, I am willing to admit that since I am a small time gambler I do not care too much about the VIP levels either, however whenever I felt that I was close to a new level I will keep looking at it from time to time to see how I was doing, and if I was very close to a new level I could gamble a little bit more to speed up the acquisition of such VIP level.
Players do care about the bonuses given through the VIP program as it can something nice for them, at least they get something back from their betting activity.
Most VIP program based on wagering, so bonuses from the VIP program can be called as lossback for those who lost and it can be called as additional profit for those who wins.
I'm small gambler as well but I do gamble regularly and I do care about VIP program especially when I have been playing on the casino for long time.