Conscious moral warriors are those who use the strategy knowingly. They are most dangerous on a public level, where they can take the high ground by manipulating the media. Luther was a conscious moral warrior, but, being also a genuine believer in the morality he preached, he used the strategy only to help him in his struggle with the pope; slipperier moral warriors tend to use it indiscriminately, adapting it to whatever cause they decide to take on.
