I feel like this is the Seinfeld is Unfunny effect, where something that's been woven into the very fabric of a certain field is then found to be underwhelming or cliche, because it's been copied and iterated upon so many times. But 3000 years ago The Art of War was absolutely groundbreaking.

Furthermore, as someone who like you has served in the armed forces, I agree amongst those who serve we do not think of "war is business", those in charge do absolutely think of "war as business".