Politico, please define “war”

Another dopey headline, courtesy of Politico:

“Post-Rush: Obama's message war”

Why the hysterical “war” language for a rather staid article that details how Democrats are organizing an extended communication effort to push back against Republican accusations? (i.e. It's called Politics 101.)

How is that a “war”? And if it is, where were the Politico headlines about the unprecedented message “war” the GOP launched on the newly inaugurated president in January and February?