There are two main reasons why animals have not become more "cognitively aware" and why higher intelligence is so rare on Earth (and most likely throughout the Universe):

1) The brain is expensive. The brain is 3 lbs but takes up far more than 20% of our energy expenditure. In order to have natural selection select for increased brain size the organism has to be able to fully utilize it for immediate survival and reproduction value.

2) Intelligence is not a trait that is typically beneficial on evolutionary timescales. There are other traits that are far more beneficial like speed, strength, enhanced sense or sight, echolocation etc. All of these evolutionary beneficial traits are more frequently selected for over intelligence because they are immediately useful on evolutionary timescales. If you live on the African savannah (or any other natural landscape) it doesn't matter how smart you are if there is an animal (or a group of animals) that are faster and stronger than you. In order for intelligence to be useful you have to leverage millions of years of cultural evolution. Evolution has no foresight. Intelligence is usually a hinderance for most animals, not a benefit.

To sum up quickly: Energy is better spent on less expensive sensory organs and on skills that are immediately beneficial.