Who does care what it's called?

On Sunday, Frank Rich wrote about whether the conflicts in Iraq should be called "civil war" ("Has He Started Talking to the Walls?" The New York Times). His concluding statement was:

Civil war? Sectarian violence? A phase? This much is certain: The dead in Iraq don't give a damn what we call it.

On the way to that conclusion, Rich had remarked:

Whatever you want to label what's happening in Iraq, it has never impeded our freedom to dote on the Olsen twins.

I don't know who "the Olsen twins" are, but I understand Rich to be referring to Americans' absorption in their popular culture and their own lives, despite what might be going on in Iraq. I don't think that they give a damn what the conflicts are called either.