I noticed that the US military picked up the hot cultural and management-speak of 'winners' and 'winning' etc., whatever that means - business is usually optimi

I noticed that the US military picked up the hot cultural and management-speak of 'winners' and 'winning' etc., whatever that means - business is usually optimizing a both-sides-benefit scenario; when I sell my client some IT thing, I hope that I, the client, my subcontractor, the manufacturer, etc. all do well from it. You can see its absurdity in sports, where 'winning' even makes some sense, when I see them talk about a prospect, 'first, they're a winner' - you mean they played for the school that's won 5 national titles in 10 years, with or without them? Is there a better player at a bad school that you're purposely overlooking for this ambiguous BS? But I was a bit disturbed to see ads for the US Marine Corps over the last few years. The Marines used to talk about, "First to fight for right and freedom / And to keep our honor clean". The ad taglines had been 'for honor, for country, etc.' - something bigger than the individual, a higher cause. Then the taglines became 'Marines fight to win'. Win what? It's almost aggressive amorality (which I think is the message of the management-speak, 'that's all we care about'). Perhaps appropriately, given your and many other experiences, nobody is thinking that far. Also, it seems much less motivating than fighting for freedom, etc., as you say.