The title is a quote from this article on the Black Rifle Coffee Company situation. The article makes many good points. >But there is a deeper and more important point to this entire episode, a point that transcends Black Rifle itself: The right must stop fetishizing every company that panders to them, and they must move on from their embarrassing worship of the modern American military. >Many members of the military are heroic individuals, worthy of admiration and emulation. But many other members are not, and increasingly the worship of the modern American armed forces serves to distract from how wastefully American troops are used abroad, and the sinister way the Pentagon is transforming America’s security into a social science experiment. >Kyle Rittenhouse is braver and more admirable than most of the soldiers conservatives are reflexively trained to worship. The average American soldier fights in conflicts that have either no bearing on Americans’ safety and well-being, or a negative bearing on both. Rittenhouse, on the other hand, selflessly put himself in peril to protect his own community from marauding psychopaths. American troops are rewarded with college tuition, pensions, and affirmative action for millions of federal jobs. Rittenhouse’s reward for defending his fellow Americans is personal ruin, a potential lifelong prison sentence, and denunciations from cowards. If Black Rifle had an outlet in Kenosha, Kyle Rittenhouse would have risked his life to defend it. But Black Rifle won’t even risk unpopularity to defend him.