Human beings, like most species, have a strong sex drive because, in the primal hunter-gatherer state, it was optimal to conceive as much as possible. A female might only have 10 years of sexual maturity, and many of her offspring would die off. As human lifespan increased and child deaths decreased, it was possible to conceive many more children than one could support.
Various factors, from religion to social shaming, evolved to control unrestrained sex. The act became a “savage”, carnal thing that needed to happen behind drawn curtains but was fundamentally inappropriate for civilized people. It was not something to be done without restrictions and consequences.
The advent of widespread contraception in the 20th century meant that the taboos intended to restrict childbearing no longer applied to sex. The idea of the sexual revolution was that sex could be enjoyed for its own sake, free of any societal shackles. However, culture is deeply rooted. It may take more than two generations to fully debunk the view of sex as a somewhat shameful, secretive thing.