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The second aspect is media attention. "Absence of cold waves causes no problems" is not a headline you will see. How many people noted that last winter in my part of the world had no cold outbreaks at all? Even now, the cold in Spain only covers a small part of the NH 12Jan map.
I got asked about the cold wave in Spain. There are two aspects to it. The first is that winter weather in Western Europe, on the edge of the continent, is very asymmetric. Cold extremes deviate more from the mean than mild extremes. They are also more variable, eg due to snow...