One of the mistakes analysts of the Syrian conflict often make is to assess rebel groups exclusively based on the slogans these organisations use. Many observers already recognise that hard-line Islamist rhetoric is more often than not used to attract funding. But in recent weeks, this rhetoric has become even more essential to prevent a deeply worrying trend: more Syrians have been drifting towards the orbit of radical groups such as Jabhat Al Nusra as a consequence of their efficiency and tireless focus on the battlefield.