Jacob

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Besides marketing, there was substance. To deal with the absence of limits on actual killing, including the death toll from the sky so vivid for those who had lived through World War II, Pictet and his Red Cross colleagues started to agitate in the 1950s for a new limiting principle. Attacks once justified as militarily necessary, they proposed, ought never to be allowed if collateral harm would outweigh the advantage they would reap.
Humane: How the United States Abandoned Peace and Reinvented War
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