Yeah, but...if they didn't dive, defense would tackle them harder and injuries would make their careers shorter. When you're making millions per season you really don't want to retire sooner.
Falling over as if someone just shot you when there was barely, or in some cases, no contact at all is a common tactic of European footballers, especially continental Europe.
It isn't so much about the players not wanting to get hurt because it still happens, it's mostly a case of them trying to get another player booked/sent off or to get a penalty out of nothing to give their team the advantage.