The reason we, the Goyim, get outraged at what Israel is doing is easy: it's because we don't expect it of Israel, any more than I, an Englishman, would expect such behaviour of Britain. Don't you see that? African or Asian dictators, yes, sure, we expect this kind of behaviour from them. When we run across it from Britain or America -- no matter that it does happen -- we are morally dismayed and deeply so. Forget the PR. Just don't do it, rocket attacks or not. You are one of us, the civilised.
Israeli soldier collapses, dies from heatstroke during visit to Jerusalem's Old City (Haaretz)
from the article: 'People are laughing at you': U.K. expert on Israel's PR effort