Hmm, true the layman understanding of culture is quite shallow, but other terms does not seem to stick atm as easy as culture war, and has been tarnished quite badly by the institutions which means that in order to bypass the old reflexive dismissal culture war with it simple understanding has for the layman has a lot of expanding that can be done, if they first only see it as fashion, we can expand it to museum and history and from there you can expand it to difference of policy and customs without getting the reflexive dismissal that other more loaded terms will give. Of course over time this term will be abused if the institution does not change owners and new term will arise to take its place, such is the cultural arms race we are in.