I have seen many franchise wars in +30 years.
Chris Hedges who has been involved with international industrial violence for over 20 years.
…I have seen too much of violent death. I have tasted too much of my own fear. I have painful memories that lie buried and untouched most of the time. It is never easy when they surface.
I learned early on that war forms its own culture. The rush of battle is a potent and often lethal addiction, for war is a drug, one I ingested for many years. It is peddled by mythmakers – historians, war correspondents, filmmakers, novelists, and the state – all of whom endow it with qualities it often does possess: excitement, exoticism, power and chances to rise above our small stations in life, and a bizarre and fantastic universe that has a grotesque and dark beauty. It dominates culture, distorts memory, corrupts language, and infects everything around it, even humor, which become preoccupied with the grim perversities of smut and death. Fundamental questions about the meaning, or meaninglessness, of our place on the planet are laid bare when we watch those around us sink to the lowest depths. War exposes the capacity for evil that lurks not far below the surface within all of us. And this is whey for many war is so hard to discuss once it is over.
The enduring attraction of war is this: Even with its destruction and carnage it can give us what we long for in life. it can give us purpose, meaning, a reason for living… p. 3
…the lie in war is almost always the lie of omission. p. 21