Why has society made being smart and well behaved "uncool"?

ArchDruidMordred
The evidence is everywhere from the behavior of today's generation to the movie Grease. This one kid at my school who is in trouble all the time talks to everyone like he's the coolest thing since Skyrim. Movies often portray well behaved Geeks and nerds as loosers not worthy of any attention from the opposite sex. Obviously these movies have influenced our generation to the point where smart and morally good people are seen as pathetic and weak. My question is where did all this foolishness start. When did getting good grades and following the rules become signs of worthlessness.
Why has society made being smart and well behaved "uncool"?
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