Stopped caring when it stopped being a count up and essentially turned into a count down 
Heh.
I usually take my birthday off from work, if possible. But that’s about it. I don’t tell anybody about my birthday because I hate to “go fishing” for a party or gifts. At work, they have everyone’s birthday on a list and we have a quarterly group birthday cake.
My birthday hasn’t really been a big deal for years. I just turned 73, and outside of some birthday wishes from some of my family there was nothing.
I did start the day as I’ve done for the past few years: playing The Beatles’ “You Say It’s Your Birthday” (I don’t think that’s the real title, but that’s how I remember it.)
I used to look forward to it but then after decades together, my wife stopped making me a special meal and scheduling a “sexy date night” that night, so now it is usually a nice restaurant meal, maybe a dessert.