They rebranded to the department of war but its not a war. We definitely don't want war, but we want all soldiers to be warriors. Still not warmongering.
It's the only thing he knows. Declare victory, never admit losing anything, ever.
"Dobias later said that young Trump “always had to be number one, in everything. He was a conniver, even then. A real pain in the ass. He would do
anything to win” (D’Antonio, Never Enough, 43)."
They're referencing Trump's constant insistence that we won or are currently winning. He never, ever admits defeat or concedes any ground, everything is a victory, nothing is a loss. Trump also famously said (paraphrasing) "We're gonna win so much, we'll be tired of winning".
Yes, they are flooding the zone with many alternative explanations so that they're both all deniable, and all accessible to anyone who finds just one of them convincing. This is a strategy.