Secondarily, many may lack the basic physics knowledge to think about both as heat transfer nor to recognize the most important parameters: temperature differential and isolation.
On the other hand, people may have some awareness of poor deployments of air conditioning into leaky and barely insulated structures in hot climates. These are indeed wasteful, but so would heating that structure if it were transplanted to a cold climate. But, it is the structure that is inefficient, rather than the heating or cooling method...
A refrigerator also has a heat pump, but we just call them refrigerators.
Part of the problem is in temperate climates, if you have "A/C" you probably _also_ have a furnace. They might run on different fuels (electric vs. natural gas) so it makes it harder to get a ballpark estimate for the overall efficiency.
Does it though? That seems to be some kind of subcultural jargon that matches neither common (which uses central heating and air conditioning for any central system that cools with a heat pump regardless of how it heats) nor industry usage. (My fairly nee system, marketed as A/C, has both a two-way heat pump and a gas furnace to back up the heat punp for heating.)
In really cold climates (e.g. Minneapolis, Montreal) heat pumps often also need a supplemental furnace or fireplace because the heat differential inside vs. outside exceeds what the pump can handle. Depending on your fuel source, you still come out ahead, but not as much.
I should note that I'm not an expert by any means; my brother in law works in this field and he gave me a crash course a couple weeks ago. So I probably feel like I know it better than I actually do.
https://thebreakthrough.org/issues/energy/human-deaths-from-...
https://www.wunderground.com/cat6/Which-Kills-More-People-Ex...
> In a 2014 interview in the Washington Post of University of Miami climatologist Larry Kalkstein, who has published numerous research papers on weather-related mortality, weighed in on the matter: “Comparing apples to apples, which would be to evaluate acute or short-term responses to weather, I would always give the nod to heat-related deaths. However, if you are considering the seasonal differences in daily mortality, rather than just the “spikes” that we find with acute deaths, I can see why one can argue that winter (or cold-related) mortality is greater.”
https://www.wunderground.com/cat6/Which-Kills-More-People-Ex...
Edit: I see we are citing the same article :)
Note that this article also discusses other factors, such as seasonal changes in death rates due to diseases--but it, unlike the one you referenced, correctly observes that temperature is a factor in such deaths. The fact that flu season is worst in winter is because temperatures are colder than optimal in winter. So the increased flu death rate in winter should at least partly be counted as an increased death rate due to cold. The excess deaths methodology takes these kinds of things into account.