What did the Western World not care about the Rwandan Genocide?

Is it because Rwanda had no oil or nothing that the Western world could use? Is it because they were black? Were you aware of this when it happenned and did you care? I myself remember it. I was in my late teens,but I didn't pay much attention to it and was more interested in the OJ Simpson trial and what was happenning in Sarajevo (even that I didn't care too much about). I'm ashamed of myself now that I'm older and have read about what happenned and how the world turned it's back on all those people who were killed in terrible terrible ways.