Instead of "The War on Terror" various administration honchos (including Rumsfeld!) were starting to call it something like "The Global Struggle Against Extremist Islamic Ideology." But Dubya knew better. He squashed that bug fast. He used "The War on Terror" slogan very pointedly in practically every other sentence of a short speech he gave before heading off to Crawford. Why? It's simple. Try to picture the title banner that whooshes into place every time Fox reports on Iraq reading "The Struggle against Extremist Islamic Ideology" instead of "War on Terror." Just try to picture that.