For me, it may be that the toilet paper roll needs to have the open end away from the wall. I don’t want to reach under the roll to take a piece! That’s ludicrous!
That or my recent addiction to correcting people when they use “less” when they should use “fewer”
The person is actually threatening to care less than the status quo, when the other is asking them to care more.
On the other hand, people that tend to use that phrase probably aren’t even thinking of any meaning (whether it is the correct or incorrect one)