Thanks for the validation and acknowledgment @boys3.
It just feels there is a danger that because it's not all over the news anymore and restrictions are lifted or minimal, people who don't keep themselves informed feel it's just 'gone away.' Despite the evidence of family and friends going down with it in similar numbers to previous waves. Less social pressure to do the sensible thing when infected too.
I have also never been convinced that the changes to the testing regime has not had its impact on the data, nor quite understood the arguments to the contrary. But I am not a data expert.
Anecdote:
It is roaring away now in my small town. Few masks to be seen. Because it feels more risky currently and my immunity from booster will be waning, I have adapted my behaviour as in previous surges, so shop and gym at quiet times and continue to wear a mask in indoor spaces, and don't attend any crowded indoor events. I seem to be in a weird minority with all this however!
Speculation :
I've noticed that the published rates seem currently lower in deprived areas in my region, higher in more affluent places, and I suspect that is because people aren't bothering to test at all, or don't report the LFT result if they do. Combined with some degree of immunity from previous potentially repeated infection perhaps.