May have something to do with a rather pi$$ed of CGS (Dannatt) having his internal memo about troop numbers and overstretch leaked to the press.
As Joe Squaddie is happy only when moaning about kit and lack of sleep etc, I don't think the average junior rank is being targeted here. More those that should know better judging by the memo incident. It would not surprise me if some disaffected civil servant leaked it in the first place. Vermin.
