They're probably like me and hate feeling so confined in a coat and snowboots, etc.
But actually, I do bundle up cause I hate the cold.
For some reason or other, when I was younger the cold didn't feel as awful to me as it does now. When I was growing up, we also hating dressing for winter, but that threat about "You're gonna catch a cold" was always hanging over our heads.
But since it's become more known that a cold is actually caused by a virus, the parents now don't have any threats to make on their children.