I won't speak for the others, but my problem is the huge number of casualties.
What is the end goal here?
If it was to neutralise the rocket launchers, surely that could have been done with counter-battery fire - there would have been collateral damage but it would have been localised. What we have seen, though, are punitive strikes against the homes of Hamas "commanders", intel we mostly have to rely on Israel for, and strikes on populated areas.
The 2006 War in Lebanon and previous strikes into gaza have been primarily punitive - the local populace are ground into the dust to drive home the fact that opposing Israel is worse than opposing the militants.
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