Imagine that he was your commanding officer sending you out to be slaughtered but he gives that order while hiding and never showing his face. So much for touting his military leadership skills and West Point degree.
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One thing he learned well at West Point
"Conquer and divide the franchisees in order to make them weak" while they slave themselves with false pretenses.
Military people make the worst managers, they aren't leaders, they are just conditioned mindless drones that follow orders. I had a "hotshot manager" from the Military that was completely incapable of any sort of independent thought.