"Another principle in Hamas' concept of struggle is based on exploiting what it perceives as the Israeli and Western mental weaknesses concerning the value of human life. Hamas perceives that Israel is sensitive to incurring its own casualties (soldiers and civilians), as well as inflicting civilian casualties, which Hamas exploits by concealing itself among civilians and targeting Israeli civilians and soldiers alike. Concurrently, Resistance organizations such as Hamas emphasize their desire to die for their cause (shahada), which they present as a Muslim value. Hamas uses these same values to condone sacrificing civilians on the altar of protecting its people and weapons caches. Moreover, Hamas uses Palestinian civilian casualties and suffering to appeal Western moral values, in order to win over public opinion in the Arab world and in the West. "

http://www.huffingtonpost.com/uzi-rabi/israel-hamas-ceasefire_b_5673068.html?ncid=txtlnkusaolp00000592