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It is so clearly being used to a much greater and more deliberate degree during this administration. Pretending otherwise is foolish

It really isn't—it's all perception. Hegseth has a much more outgoing and public persona so it's more visible.

Heck, can you even name the last 5 Secretaries that preceded him? I can't.

The last one that was this widely known was probably Rumsfeld (Bush II) or Robert Gates during Obama I (bin Laden raid).

The new term Hegseth is boosting is "warrior", not "warfighter".