https://theconservativetreehouse.com/2019/01/03/not-a-parody-british-army-recruitment-posters-reflect-how-far-the-u-k-has-fallen/

This is not a parody; these recruitment posters are very real. The stereotypical traits of British Millennials are accepted as the standard and re-branded as strengths.

The indulgent trait of self-centeredness becomes “self-belief;” the generational obsession with phones and gadgets becomes “focus”; and those with a propensity for compulsive selfie-taking are now cast with internal “confidence.”

…when you study the opposition without comprehending… LOL