I think its worth bothering at the social level, but in practice people are bothered. I am the author, and I would love to do everything right. My point (see the last section) is whether trying to persuade the rest of the world to care is Quixotic.
More than that, though, it matters for the economy, and the economy matters if the war lasts very long. And whether the war lasts long or not, it matters for the individual business.
I think it's just that nobody considers the risk as being very high. Personally, I'd consider it to be at least 30% chance over the next five years, but that's just me.