How Many Can We Kill?

I nearly choked when Chris Matthews asked this question on Hardball last week:

MATTHEWS: Oh, I don‘t doubt that. How many Arabs can we kill to convince the Arab world we like them?

MCCAFFREY: Oh, could many on. That's not a good way to set it up.

MATTHEWS: If you‘re looking at it from the other side. If we continue to kill them night after night to kill Arabs because we‘re trying to save the cities. And the Arab people in the world, the Muslim people, keep seeing us kill them, when do they get to the idea we‘re over there to help them? How does that work?

But, now given the fact that we've flattened Fallujah (much like the late Syrian President Hafez al-Assad flattened Hamah - we're in such good company now) and have supposedly used skin-melting napalm against insurgents and, without a stretch of the imagination, innocent civilians, how does this work?