One does not advertise ideas as though they were laxatives or toothpaste

'One does not advertise ideas as though they were laxatives or toothpaste,' said the Emperor Karl, last of the Hapsburg Emperors of Austria-Hungary - a mistaken opinion which was one of the contributory causes of his own downfall and the disintegration of an empire which had endured (in various forms) for a millennium.

L. Hughes - Hallet, The Pike (2013), 382

And the newspapers someone dares to be happy because there were no human victims!

He [Nietzsche] was an aesthete, and not only in a green-carnation-wearing, stained-glass fancying sense of the word. He was one who valued beauty far higher than justice or human kindness, D'Annunzio would respond in the same spirit to the collapse of the campanile in Venice's Piazza San Marco in 1902.He was prostrated by grief, weeping, and pacing from room to room all day, unable to work. 'And the newspapers someone dares to be happy because there were no human victims!' To him the pain and death of his fellow beings would have been insignificant, by comparison with the loss of an harmonious architectural ensemble. 'Innumerable human victims would not be enough to compensate.'

L. Hughes - Hallet, The Pike (2013), 237

It is, he claims, the battle yell of Achilles

Twelve days earlier,  d'Annunzio, ever attentive to the ritual of warfare,  has taught his squadron a new battle cry. Instead of the 'Ip, Ip, Ip, Urrah!' which he finds crude and barbarous,  he has ordered them to shout the Greek: 'Eia, Eia, Eia, Alala!' It is, he claims, the battle yell of Achilles.

L. Hughes-Hallet, The Pike (2013), 38