"When people decry civilian deaths caused by the U.S. government, they're aiding propaganda efforts. In sharp contrast, when civilian deaths are caused by bombers who hate America, the perpetrators are evil and those deaths are tragedies.
When they put bombs in cars and kill people, they're uncivilized killers. When we put bombs on missiles and kill people, we're upholding civilized values. When they kill, they're terrorists. When we kill, we're striking against terror."
ISIS killing civilians and torturing is different than US killing civilians accidentally with a drone strike. Maybe those killed or effected do not see a difference but there is one. Waterboarding is not the same as burning you to death, not even close.