I bet if the SH is sold to Brazil, the lady will get promoted.
Notice also this:
β Arrange for an interview of the SecDef, or other senior
Administration representative, with a prominent Brazilian
journalist to underline importance of U.S.-Brazilian
partnership and how the FX2 sale will help.
This is a gentle way of saying “the future of our relations will be affected from whether or not you will buy Super Hornet”.
In Greece we ‘ve heard much worse, but it’s a polite way to say “put political pressure on them”.
Really, after the end of the Cold War, the market for weapons is a disaster. Countries don’t buy like before. Defence budgets shrink everywhere. Some new “big enemy” must be found soon in order for the industry to continue to prosper, before it’s too late.
In Greece, even in this period, various countries still try to sell weapons. This alone shows how desperate the companies are.
what do you mean by that exactly ? It feels like I missed some of the best parts lol
Well, the way i see it, this lady who made the report, is frustrated because the french, use “fraudolent” claims to sell the Rafale as “US-free” , while it’s not. Put yourself to the position of this lady. You are the eyes and ears of the embassy on the matter and so you act as liaison with your goverment. In a way, your goverment relies on your opinion to manage to sell the Super Hornet. And while you ‘re doing your best to sell your “superior and cheaper” Super Hornet, you can’t stop the french from this shall we say… despicable marketing tactic, where they claim that they offer a “US-free” solution. While it’s not true! You ‘d like to shout it to everyone, but the pesky french keep selling this story to the Brasilians… And your beloved Super Hornet may lose the contract, also because of this french lie… And then you will be in a bad light for not being able to “push” the Super Hornet.
Wouldn’t you be frustrated? π
P.S.: Did you notice how many times the lady repeats that the Hornet is superior? She is really involved psychlogically in this i think! π It’s like reading a football fan.
coming from an american embassy, this source could/should be taken with a bit of salt I guess.
Yes, but if you read it in the context of the report, i think it’s a sort of genuine frustration.
I would be eager to see the exact part subject to such license and how hard it would be to remplace them (not speaking of the political cost).
That would be interesting to know in deed.
All in all, a Rafale/Typhoon/Gripen NG would still put India way less at risk of US political cloud than an US plane. And if ever USA was trying to annoy Rafale/Typhoon/Gripen NG they would not only annoy India but as well the selling country, which both would try to change the situation. Once again, something quite different than having an US plane.
Oh i agree. There’s no doubt that buying a 100% american aircraft is much more committing to good relations with USA.
And who said so?
Mrs Lisa Kubiske of course! She is testing things!
http://www.flickr.com/photos/fairtradecertified/4187986539/
π
http://www.flickr.com/photos/statephotos/4404919788/
And of course, according to her, it’s also the opinion of Commander Saito.
For me the only relevant bit is this
That means a lot to the Indian and Brazil competitons whatever you buy, you buy American strings.
In deed.
Well i guess that the Gripen isn’t the only one with “US risk” after all.
There is a positive side for India. I think that USA sees India as a sort of “local guardian against China”, so why cause problems to India.
But it’s interesting to see that the Rafale isn’t immune from US licenses either (i for once thought that it was all french).
To sum it up, the only aircrafts with nothing american on them, are the russian ones. For the rest, you just choose how much american you want onboard. π
This is the entire text from the pictures i posted earlier:
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RR RUEHRG
DE RUEHBR #0634/01 1391639
ZNY SSSSS ZZH
R 191639Z MAY 09
FM AMEMBASSY BRASILIA
TO RUEHC/SECSTATE WASHDC 4328
RUEKJCS/SECDEF WASHDC
RHEHNSC/NSC WASHDC
INFO RUEHFR/AMEMBASSY PARIS 0490
RUEHSM/AMEMBASSY STOCKHOLM 0075
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RUEHRI/AMCONSUL RIO DE JANEIRO 7753
RUEHSO/AMCONSUL SAO PAULO 4071
RUCPDOC/DEPT OF COMMERCE WASHDC
RUEKJCS/JOINT STAFF WASHDC
RHMFISS/CDR USSOUTHCOM MIAMI FL
S E C R E T
SECTION 01 OF 03 BRASILIA 000634
NOFORN
SIPDIS
STATE FOR WHA AND PM
E.O. 12958: DECL: 05/19/2019
TAGS: PREL MASS ETTC BR
SUBJECT: BRAZILβS FIGHTER PURCHASE: ENDGAME STRATEGY
REF: A. BRASILIA 216ΒΆB. BRASILIA 41
Classified By: Charge dβAffaires Lisa Kubiske. Reason: 1.4(d)
ΒΆ1. (S/NF) SUMMARY AND ACTION REQUEST. With two months
remaining before the Government of Brazil decides on a next
generation fighter aircraft, the U.S. competitor, Boeingβs
F18 Super Hornet is still perceived by many Brazilians in and
outside the GOB as a likely second or even third-place
finisher, despite having the best aircraft and best offset
package. Most Brazilian contacts tell us that they do not
believe the USG is supporting the sale strongly, raising
doubts in their minds about our long term reliability as a
partner. Between now and July, there will be several
opportunities to assure the Brazilians at senior levels that
the USG will be behind the sale. Paragraphs 3-7 below
contain proposed steps to address key Brazilian concerns and
maximize chances for selection of the U.S. competitor. Among
these steps, high level contacts, especially by the President
and Secretary will be critical to overcome the perception of
a lack of U.S. support. We also need to underscore our
assurances that technology transfer has been approved and
highlight the superiority of Boeingβs proposal to that of its
French competitor. As noted reftels, Embassy believes State
will play a critical role in roviding assurances that will be
essential to a winning bid. END SUMMARY.
ΒΆ2. (S/NF) As the FX2 competition moves into its final
stages, the U.S. has a strong offer from Boeing for the F18
Super Hornet that comes with a huge package of industrial
cooperation and a competitive overall cost. While we can be
confident that the Super Hornet would be Brazil,s choice
based on its superior capabilities and attractive offset
package, it still has no better than a fifty/fifty chance of
success because of political support for the French
competitor and a lingering belief among some Brazilian
leaders that a close relationship with the U.S. may not be to
Brazil,s advantage. Winning the FX2 endgame, therefore,
will depend on an effective strategy to overcome our
political disadvantages and allow the Super Hornet,s
superiority be the deciding factor. Such a strategy must
address several key issues:
Perception of a lack of USG support
ββββββββββββ
ΒΆ3. (S/NF) With the French sale effort being managed directly
from President Sarkozy,s cabinet and ongoing Swedish
engagement on the Ministerial level, the USG is perceived by
most Brazilians as lukewarm at best in its support for the
FX2 sale. This is a critical disadvantage in a Brazilian
society that depends on personal relationships as a
foundation for business. The difficulty is exacerbated by
the separation between government and industry in the United
States. We cannot, for example, offer government financing
to support a state owned company as can our competitors. To
address this problem, high level contacts will be essential,
particularly from the Department of State which is assumed by
the Brazilian Air Force to be restrictive of mil-mil
ooperation. In such contacts, U.S. officials will need to
highlight expanding U.S.-Brazil partnership and how
cooperation with the United States as Brazil modernizes its
obsolescent military will not only provide the best
operational capabilities, but will enhance our overall
cooperation. This is why we have been forward leaning in
approving transfers of technology in support of this sale.
In addition to taking advantage of the near-term
opportunities for high level contacts presented by MOD
Jobim,s May 20 visit to Washington And Secretary Clinton,s
possible visit to Brazil in late May, Embassy believes that
phone calls between Presidents Obama and Lula, between NSA
Jones and Presidential Foreign Affairs Advisor Marco Aurelio
Garcia, and between SecDef Gates and MOD Jobim, would boost
our case significantly.
Tech Transfer
ββββ-
ΒΆ4. (S/NF) Although the major decisions to approve the
BRASILIA 00000634 002 OF 003
transfer of technology for the FX2 sale have been made,
Brazilian leaders continue to doubt U.S. ability to follow
through. While the problem has been mitigated by an
effective public affairs strategy, we still hear that, absent
specific high level State Department assurances, the
Brazilians cannot be sure. It may well be that the
Brazilians want to keep tech transfer doubts alive in order
to have a ready-made excuse for buying an inferior plane,
should political leaders decide to do so. Repeated concerns
about unreleasable source code could have a similar basis.
Finally, we have heard that there are concerns on Capitol
Hill about the possibility of a South American arms race.
Should these reach Brazilian ears, there will be additional
worries that Congress will intervene to block the sale.
Embassy recommends the following as next steps to strengthen
our case on tech transfer:
β An advocacy letter from President Obama to President Lula
β A letter from Secretary Clinton to MOD Jobim stating that
the USG has approved the transfer of all appropriate
technology.
β Interagency guidance on source code (cleared for April
Revista Forca Area article) should be disseminated for use.
β All high-level contacts, including by Secretaries of
State and Defense and POTUS should include reassurance that
tech transfer has been approved.
β Washington agencies should begin consultations with
appropriate Hill staff as early as possible to overcome
misperceptions that arms sales to Brazil could be
destabilizing.
Financing
βββ
ΒΆ5. (S/NF) U.S. inability to offer government financing or
guarantees puts the Super Hornet at a significant
disadvantage to its competitors. EXIM is prohibited from
engaging in sales of defense articles, leaving Brazil to
depend on commercial financing at higher rates. According to
Washington agencies, it would be possible to seek
Congressional relief for EXIM to support the sale. This has
been done in the past on rare occasions. The Brazilian Air
Force finance office has told us that even a statement that
we are willing to seek such legislative action would be
considered a positive sign. Embassy recommends that
Washington explore the possibility of legislative action to
allow EXIM Financing and respond by the May 29 deadline to
the GOB request to provide information on government
financing options.
Making the Case
βββββ
ΒΆ6. (S/NF) We have been successful in getting across the
points that the Super Hornet is a highly capable aircraft,
and now need to focus on the broader picture β how
partnership on the fighter sale will yield benefits for both
sides both in military terms and in economic benefits. As
the world,s largest aerospace company, Boeing is able to
offer a much greater scope of opportunities for Brazilian
industry, including some outside of the FX2 offset program.
The early June visit of Brazilian legislators to Washington
will be an opportunity to get the message to political
leaders. By focusing on key Senators, we have the
opportunity to bring on board individuals who can influence
the decision makers and ensure that the people who will have
to approve spending Brazilian government money understand
that the F18 offers them the best value. Embassy will
continue to highlight tech transfer and Expand our message
to include economic benefits to Brazil of the Boeing
proposal. We also recommend the following:
β Make an expert on the aerospace industry available for
interview to highlight economic health of Boeing compared to
its competitors.
β Use visit of Brazilian Congress to drive home message
that partnership with the U.S. entails benefits to both sides
that go well beyond offset program. Ensure that Brazilian
Senators understand significantly lower life
cycle costs of the Super Hornet.
BRASILIA 00000634 003 OF 003
β Arrange for an interview of the SecDef, or other senior
Administration representative, with a prominent Brazilian
journalist to underline importance of U.S.-Brazilian
partnership and how the FX2 sale will help.
Attack the French Bid
βββββββ
ΒΆ7. (S/NF) Although the French offer a less capable fighter
at a higher cost, the Rafale has been the presumptive winner
since the inception of the FX2 competition. While the
technical evaluations of the aircraft should result in a
significant advantage for the Super Hornet, we need to take
steps to erode the French political edge. While a major
element of this will be highlighting Boeing,s lower cost,
there are several other measures that can make a case against
the French. The first step will be to remind the Brazilians
that their interest in the Rafale was driven by an assumption
that the United States would not release technology. Since
we have approved release of the relevant technology, we
should ask if Brazil still needs the French as a safety.
Over the last few months, the French sales effort has been
based on a misleading, if not fraudulent, claim that their
plane involves only French content (rendering it free of
meddlesome U.S. export controls). This is not the case. A
DTSA analysis found a high level of U.S. content, including
targeting systems, radar components and safety systems that
will require U.S. licenses. Next steps:
β Although it does not appear that the tech data provided
with the French bid violated ITAR regs, PM/DDTC and DTSA
should continue to monitor French marketing to ensure
Dassault does not skirt ITAR restrictions.
β Investigate India,s decision to drop the Rafale from its
fighter competition to see if there is a reason that would
make the aircraft less attractive to Brazil.
β Ensure the Brazilians are aware that we expect to be
issuing retransfer licenses for U.S.-origin components on the
French plane and have already approved transfer of some
technical data.
KUBISKE
What i find amusing is Mrs’ Kubiske’s repeating of how inferior the Rafale is. I would be really curious to know whether she trully believes that or is it out of courtesy or patriotism. π
VZCZCXRO1680
OO RUEHRG
DE RUEHBR #0952 2122042
ZNY SSSSS ZZH
O 312042Z JUL 09
FM AMEMBASSY BRASILIATO RUEHC/SECSTATE WASHDC IMMEDIATE 4792
INFO RUEHRG/AMCONSUL RECIFE 9789
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RUEHSO/AMCONSUL SAO PAULO 4373
RHEHNSC/NSC WASHDC
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S E C R E T
BRASILIA 000952
NOFORN
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STATE FOR D, P, T, AND WHA
E.O. 12958: DECL: 07/31/2019
TAG MASS, PREL, BR
SUBJECT: BRAZIL,S AIR FORCE COMMANDER ASKS FOR STATE ASSURANCES ON TECH TRANSFER BY AUGUST 6
REF: BRASILIA 888
Classified By: DEPUTY CHIEF OF MISSION LISA KUBISKE, REASON 1.4 (b) and (d)
ΒΆ1. (S/NF) At a July 30 dinner for visiting SouthCom Commander General Doug Fraser, Brazil,s Air Force (BRAF) commander, Brigadier Juniti Saito (protect), pulled Ambassador Sobel and Political Counselor aside to discuss the FX-2 Fighter purchase. He said that there was no question from a technical point of view that the F18 was the superior aircraft. &We have been flying U.S. equipment for decades,8 he said, β§ we know that it is dependable and that maintenance is simple and cost-effective through FMS.8 That has to be factored into the cost of the new fighter, he said, as the BRAF will likely be using the plane for thirty or forty years. It is the best decision, he said, and the French can,t complain as they just signed a USD 14 billion deal with Brazil (for submarines and helicopters).
ΒΆ2. (S/NF) Saito stressed, however, that the question regarding USG commitment to technology transfer remains &a significant political barrier8 that is extremely important to overcome. Saito asked whether the letter he had requested that assured technology transfer (reftel) would be forthcoming. The Ambassador assured him that we understood how important it was to overcome this issue, and said he believed it was in the final stage of approval. Relieved, Saito said he needed the letter in hand by August 6. He said, however, that the decision would not be announced until &after September 7.8 (Note: French President Sarkozy will visit Brazil next month and attend national day festivities on September 7 as part of the &Year of France in Brazil8 activities. End note.)
ΒΆ3. (S/NF) Saito reiterated how important President Obama,s discussion on the FX-2 sale with President Lula at Aquila had been, saying, &It opened the door for me to approach the Ambassador as I have.8 He said that President Lula had instructed Defense Minister Jobim and Brigadeiro Saito to meet with General Jones during his upcoming visit and requested an office call by General Jones.
ΒΆ4. (S/NF) Comment: This was Saito,s clearest expression that he plans to recommend the F18. Post is working to set up a meeting between General Jones and Brigadier Saito on August 4. Post further understands that Under Secretary Tauscher is prepared to deliver the letter Saito requested to Defense Minister Jobim and Foreign Minister Amorim during the visit, and believes this will be seen as a significant sign of USG support for Boeing,s offer. SOBEL
I bet the “French can’t complain, they just signed a big contract”, isn’t anywhere in the official competition criteria. π
The politics behind aircraft deals. π For the romantics that still think about “competitions” (i ‘ve written before that in Greece foreign ambassadors act as weapons salesmen). Pubblished in a greek blog:
Wiki leaks from the US embassy in Brazil:



Just look at it. Sarkozy’s cabinet, the Swedes have put a minister and now Obama and Clinton! π Just to see how desperate people are to sell and how closely connected are weapons companies to their respective goverments.
No, it proves that the NK artillery men had a lot more time to prepare their barrage – 1 week, 1 month, 6 months?:confused:
How much time did the SK artillery men have to prepare their artillery barrage, 20 minutes, an hour?:confused:
It’s true that North Koreans had time to plan, but especially after the sinking of their ship, you ‘d expect them to be in a higher level of alert. In theory, the higher tech should allow you to reply quickly against known positions.
Love your avatar picture by the way.;)
Yes, united with the IMF we stand! π
13 minutes, I think. Time for the N. Koreans to move from where they’d fired.
But one would expect them to know & have targeted the locations of the shelters the N. Korean artillery retreated to after firing, & not drop shells in the sea. They’ve had years to prepare for shooting back.
Exactly. The problem is this: That the North Koreans had fixed artillery locations, which were apparently targeted by the south, but missed.
The yellow line is a series of fixed artillery positions of the north koreans. Could be artillery bunkers or artillery trenches, i can’t understand well from the picture. The south korean shells, except for 1, are either all short or in the wrong direction.
When you are in a situation like the one of S. Korea, you are SUPPOSED to have ready the coordinates of enemy fixed artillery positions. Because if this was a massive attack, the North Koreans would have wiped out your front line in that point, before you find your mark. Also, once you start firing and see that you don’t find your target, you are supposed to correct your aim. This didn’t seem to work out well for the south either.
If the North Koreans had used simply mobile artillery units, one could understand. But here we ‘re talking about trying to land 80 shells on a fixed north korean location and failing to hit once.

You can plan for 1 year if you like. But there’s nothing else you can do to hit fixed positions other than knowing their correct coordinates. The north knew them, the south apparently not…
True. They even have a very influent think tank widely spread among the administration to the very top: it’s the “Projet for a New American Century” which aim is to keep the power the US gained during the 20th century; after WWII when Europe has sef-destroyed itself with 2 world wars and left the field.
Yes, i have read about that Project, which among other things requires new wars. It’s logical if you think about it. Usually after a war (as long as it’s not on your soil), there are changes which are very profitable for some. You can get new energy fields, new spheres of influence, get access to new sources of wealth, destroy the wealth of your competitors, and so on. The capitalist system, from time to time gets reborn either out of wars or global economic disasters that “reboot” it. And seeing that the US economy does comes to trouble, the Project for the New American Century was to be expected to say what they said. For example now (after the facts) some US politicians have admitted that in Iraq the real deal was the oil actually…
Because, even by looking at this map, you understand that there’s something wrong going on with the west and it’s not going to go on like this forever:
http://www.economist.com/content/global_debt_clock
And there’s nowhere written by God’s hand that the West is bound to be the rich of the world and the others the 3rd world.
As you said, nothing shocking and it’s not anti-americanism to notice the obvious.
Anyway, for strategical affairs it’s better to deal with powers of comparable strenth as you.
Yes or with big powers that will most likely have the same interests as you for a reasonably long period of time.
Well, when a country – France – has been so right for so long concerning the need to be independant from the US, in spite their special “friendness” (a true one in reality), in spite all the pressures, all the bashing sometime and all the costs…
Yes, we ‘ve seen the special friendness too, that’s why we ‘ve bought french in the past and it proved to be a wise choice.
Thanks wikileak: it just reveal that we were all right in spite we’ve been treated as paranoΓ―d at every argument.
Oh, there’s worse. We ‘ve been treated as the mega-paranoids, every time we were talking about dirty US games (in Greece and Cyprus)
“Power is tirany, absolute ppower is absolute tirany” (someone)
It’s not the power itself. It’s the need to maintain that power, which makes the US have interests virtually everywhere. If France was in the place of USA, it would have been the same. When Britain was an empire, it was messing around everywhere too. It’s what you do when you are too big and want to stay big. Wikileaks though, confirm yet another thing. That smaller players, make more reliable weapons dealers, because the probability that they will have a conflicting interest with you, is reduced. For example, Sweden may have an interest in Turkey as a market. But, geopolitically, Sweden has no motive to screw Greece over Turkey. Or, France, has no direct involvement in pipelines in the Balkan area, like the US or British do (hence both pro-turkish). This was confirmed in Wikileaks, in one piece, where the US basically asked France to gang up on Greece to force it to accept the entrace of FYROM in NATO and the french reply was “no, we won’t pressure Greece and we think you don’t realise the importance of the matter for Greece”. Because Greece is a customer of France. USA wants to pass an oil pipeline (AMBO) from FYROM and understandably, no matter how many more F16s we buy, they will always screw Greece, because the revenues from the oil and the importance or antagonizing the Russians on the european market, far outweighs a purchase of aircrafts. Not to mention, that , no matter how much USA may dislike Erdogan, the fact remain, that for the time being, there is no alternative for the US other than Turkey, from which to pass their M.E. pipelines towards Europe. Turkey also knows that, that’s why isn’t afraid to raise her voice to USA or Israel…
Actually, if money wasn’t a problem, this is why i would buy Rafale for Greece… Although France can become pro-turkish too at some point (Turkey is big market). For the fact that i ‘ve grown tired of giving our money to USA and the best that we can hope in is to get only a mild beating from them. It’s better to reward those that support you rather than feeding those who slap you, just because you hope that they will slap you with gentleness.
That’s how things go. So yes, not buying american, IF USA has interests that conflict with yours, is a much better guarantee. But it’s not because USA is “evil”. It’s simply because it’s stronger than the others. If the others that complain about USA (including myself) where in the position of power that USA is, they ‘d probably act with the same cynisism.
Assange has made the world a favour so that they can wake up and see the reality for what it is.
Have we seen any activity by the KPAAF? I’m surprised that the North hasn’t probed the US and RoK defences for reaction times. Could this be seen as a reluctance by the North to risk escalating the situation or perhaps an indication of the poor state of the KPAAF’s fighter force in terms of air worthiness
I think the North played this in the safest way possible. They didn’t try to challenge in the air, but where they are more comfortable with. This is exactly what a clever strategist does.
As for South Korea, Defencenet shows the satellite images which were showed by the North, where one can see the results of the S. Korean retaliation, which were very poor.
In the first photo, 1,2,3,4 designate the positions of north Korean artillery.
The yellow lines show the North Korean artillery lines.
In the second photo,it shows the results of the shots of the south korean K-9 howitzer against the closest (and apparently fixed!) north korean artillery positions:
http://www.defencenet.gr/defence/index.php?option=com_content&task=view&id=15907&Itemid=42
North Koreans: Fired 170 shells, 80 found their targets, using old tech artillery.
South Koreans: Fired 70 shells, 35 ended up in the sea, 45 ended in north korean terrain, but only 14 relatively near to the north korean fixed artillery position, but they fell in rice crops (this according to the north korean side, but it seems the proof showed agrees).
Potential explanations:
1) The K-9 is new tech, but its accuracy isn’t great. It would be weird though.
2) The South Korean artillery needs trainning. For their sake, i hope it’s not true.
3) The South Koreans don’t have ready the coordinates of the North Korean fixed artillery. For their sake, i hope it’s not true.
4) The South Koreans got so surprised, that they went in a “panic” mode, which made them mess with 1,2,3. Maybe more probable, but once more, i hope for their sake that it’s not true.
In any case, i think the North conducted this admirably. They chose as terrain of confrontation a sector where they are very strong and obviously very well trainned, since using much older technology artillery they managed to outperform the South Koreans with their high tech. And they avoided use of airforce, where they know they ‘re weak and also an eventual shooting down would ruin their prestige and morale victory. They brought the battle where they are strong and they avoided to give their foes a fight in the sector of their most weakness. When you do that in war, that’s actually how you win. of course in an all out war, they wouldn’t avoid South Korean airforce, still, it shows the north has a very sound planning.
Fortunately with a bit of delay the South decided to warn the North with Air strike if this happens again. And they did well to threaten with use of airforce, since its where they are stronger.
Anyway, i think it was a perfectly executed plan for the North. It showed that they know well their enemy and that they are well trainned at least in artillery.
Read up on some of the British Ambassadorial leaks. Not on the same scale certainly, but they come off as just as…unpleasant.
That’s exactly the ugly truth. The scale is proportionate to the power of the country. You don’t stay a superpower if you don’t play dirty. It just happens that today it’s USA. But it’s always the same. Every big player tries to abuse the smaller fish. Foreigh policy is cynical and ruthless business and it’s also connected to arms deals.
The rhetoric may change and the means may be more subtle. But the goals throughout history remain the same and involve always dirty tricks, wars, backstabbing, etc. If you want to be powerful and rich, someone else must be powerless and poor. The rest about “humanity”, “democracy” etc are just a nice shell for the naive to believe and live their lives without guilt.
I do agree on something though. For 10 bln, if you are to buy something american, you should ask for something substantial in political offset. Like US support in India getting permanent seat in the UN Council. Otherwise, yes, there are risks. Because, usually, after you ‘ve paid, the political offsets start to vanish ,once they don’t need you anymore.
My view on this is the following:
If North Korea really wanted to start an all out war, it would have done so. Contrary to most other countries in the world, that are “respectable” members of the international community, North Korean is isolated and labelled as “rogue”. They don’t need an “excuse” to legimitize their actions, like most of the other countries (they proved it since the sinking of the S. Koran ship and onwards). North Korea uses tension as political leverage. Every time that wants something (loosen pressure from the West or satisfy demands), they play “crazy”. They shoot some missile towards Japan, they push the S. Koreans, etc. But they don’t war (yet) real war or they would have already done so. Instead of pounding the S. Korean positions for a while, they could have simply invaded. They don’t, because, despite the “i am crazy” profile that they try to sell to the rest of the world, they are also aware that even in case of victory, it would be a Pyrrhic one.
IMHO, South Korea, by never replying, encourages North Korea to continue with use of force. Unlike popular belief, if you reply to an episode like the one that occured with the shelling, you don’t necessarily go to war. It can be limited locally to a “hot episode”, when both sides don’t really want to go to war. By not reacting, you send the wrong message to the other side that “you can shell me again and sink my ship again and i won’t react”. The type of reaction shows how much you want to escalate. For example, they sink your ship. If you send out all your fleet in pursue of the North Korean, then of course you risk all out war, because you show that you seek escalation. If however, you pick an isolated N. Korean ship and you order a submarine or aircraft attack on it, it’s a more conservative response or “equal response” if you like.
S. Korea did nothing after the sinking of their ship. This only encouraged the North to go a step further. In this way, the North appears more “credible” in its threats and the South appears less credible in its effort to show that can present deterrent.
As for the rest, as it was pointed out, unlike Iraq, where the terrain allows any kind of ground manouver and the only cover is at best a camouflage net, Korea is more mountainous, which limits the paths for the tanks. No wonder the North Koreans have such a massive artillery firepower. It can do more damage than tanks in that terrain. Also, despite their material being old, the N. Koreans showed a flawless execution of their plan. I think i read somewhere that S. Korea tried to destroy the enemy artillery positions bringing out their superior K-9 howitzers, but it seemed that the N. Koreans did well the “shoot and scoot”, changing promptly their position and they had also deployed observers which were rapidly correcting their artillery fire, whereas the S. Koreans were caught by surprise. Before the S. Koreans could get a hold of the situation and overcome the surprise, the N. Korean artillery had executed her plan and back to their base positions.
In any case, S. Korea by doing nothing, is only putting her signature for the next bloody attack, since N. Korea will be convinced that she can do all kind of border episodes with impunity. And this is a strategical and a political error for the South Koreans, undermining their effort to show to the North that they are ready to fight.