About the "don't give a rip" part, or the "pro-birth" part?
In my experience, many people who oppose legalized abortion often also oppose measures that reduce unwanted pregnancies and, by extension, the occasion for abortion (e.g. birth control, proper sex ed). When someone claims that abortion is murder but supports positions that lead to more abortion, then they're hypocritical at best. At worst, it can indicate that they're flat-out lying about their true motivation.
When American anti-choice conservatives start suggesting Canadian-style parental leave (a full year off with your job waiting for you when you return) as an anti-abortion measure, I might start believing that they're actually "pro-life". Right now, though, it seems like their positions on not just abortion but other issues as well are more about punishing women for having sex than they are about saving fetuses... which is why I call them "anti-choice", not "pro-life" or even "anti-abortion".