There's a few reasons for this, the biggest I think is the ageing population. When your parents need care at 85 years old, and you are 60 looking at retiring soon (or perhaps can't retire and need to work for another 7 years), most people decide they'd rather enjoy the last few years of their "active" life before perhaps even needing care themselves, rather than be "burdened" with caring for parents, relatives, etc. And so it falls either on the state, or on the generational wealth of the elderly to foot the bill and pay for care. Relatives often shoot themselves in the foot though. Their inheritance is being spent on paying somebody to wipe their mum's backside, because they didn't want to look after them themselves. (Unless their parents are on medicare or whatever, in which case there's even less reason for them to care).
The only part is just societies disdain and repulsion of sickness, bodily fluids, etc. Centuries ago, if you could live comfortably (not amazingly, but not be in the street), just by showering a few old people and cleaning up poo, you'd have people lining up round the block to do it. Now, the willingness to work (and therefore the salary curve) has inverted, and you need to pay people increasing amounts of money to do what was once considered menial or easy work.