I see no reason why it should bother us that most Canadians/American (I´d think that this forums is proof enough that some Canadians/Americans do actually care about the tourney) don´t care about it?...just looking at the Canadian line-up shaping up, the offense is pretty incredible and looks to be better than the one on the teams in SC POs have (still that doesn´t mean that I won´t be excited for and won´t watch the SC play-offs just because of that either). The No. 1 reason for disappointing results for the USA in the tourney is tied more to the lack of depth than "not caring". Also I would say that the Canadian federation at least does take the tourney seriously- for building the team for Sochi 2014.
Also, there´s the other factor of the tourney´s history and tradition. In Slovakia the tourney has basically become a part of our culture and I think most of us can´t imagine spring without the IHWC (well, okay if are gonna continue to suck as we did in recent years, chances are that the popularity among non-hockey fans is gonna drop). During those few weeks in April/May pretty much everyone here becomes a hockey fan. For me the IHWC was the first contact with hockey and it will always have a special place in my heart. (even though it doesn´t prevent me from enjoying all other kinds of hockey too)