AQ-it's OK to kill people , just use a better PR marketing method that is less gory-doesn't play well on TV.

He goes on to level strong personal criticism of al-Zarqawi — once a petty criminal, now a religious zealot who has personally beheaded Western hostages on video. He argues that being known as “Sheikh of the Slaughterers” could only damage al-Qaeda’s cause of winning Muslim hearts and minds for the greater cause of building a caliphate. “Among the things which the feelings of the Muslim populace who love and support you will never find palatable are the scene of slaughtering the hostages,” he said.