Is this a war?

"Thomson ISI Web of Science sustains attack on one of its key USPs, as Scopus adds Citation Tracker" (the hyperlink are my edits)

This headline from Information World Review reminds me something that I read but I don't recall where that the marketing people are using "war" related terms in their product messages like campaign, launching etc. It looks like media folks are encouraging to use this terms too.

Believe me we don't have any intentions to send any scuds from NYC to Phili. Having two great companies developping great products will only help the end users and scientific community.