Bad publicity against your enemy; it's literally the stated policy of Hamas to make more Palestinian "martyrs". It gets others to scream "genocide", causrs more global division, etc. And, in fact, they are averse to killing the human shields, just not absolutely averse (and definitely less averse after you go on murder, raoe, & kidnapping sprees at music festivals, etc).

So if the enemy acts exactly like them, they suddenly get even worse morals? What happened to "turnabout is fair play"?