GWOT (the global war on terror) became GSAVE (the global struggle against violent extremism) only a week ago.  Now it’s back to GWOT:

GRAPEVINE, Tex., Aug. 3 – President Bush publicly overruled some of his top advisers on Wednesday in a debate about what to call the conflict with Islamic extremists, saying, "Make no mistake about it, we are at war."

In a speech here, Mr. Bush used the phrase "war on terror" no less than five times. Not once did he refer to the "global struggle against violent extremism," the wording consciously adopted by Defense Secretary Donald H. Rumsfeld and other officials in recent weeks after internal deliberations about the best way to communicate how the United States views the challenge it is facing.

In recent public appearances, Mr. Rumsfeld and senior military officers have avoided formulations using the word "war," and some of Mr. Bush’s top advisers have suggested that the administration wanted to jettison what had been its semiofficial wording of choice, "the global war on terror."

In an interview last week about the new wording, Stephen J. Hadley, Mr. Bush’s national security adviser, said that the conflict was "more than just a military war on terror" and that the United States needed to counter "the gloomy vision" of the extremists and "offer a positive alternative."

But administration officials became concerned when some news reports linked the change in language to signals of a shift in policy. At the same time, Mr. Bush, by some accounts, told aides that he was not happy with the new phrasing, a change of tone from the wording he had consistently used since the attacks of Sept. 11, 2001.

If it’s truth in advertising that we’re after, let’s just call it "the global clusterfuck" and be done with it.