That kinda makes me want to see everyone that uses that rhetoric from the president downwards sent to base camp and then few tours of duty to Afghanistan to see exactly what war is.
I don't particularly like that particular symbolism either, but I do think you're overstating things somewhat as the term is clearly meant as a metaphor rather than a literal analogy.
It's not even as if they're glorifying nor trivialising real life war. It's just an expression.
However I do agree with you (and the OP) that the term was clearly picked because it has more impact than just saying "our project to cut down on x"
But anyway, I'm sure there's more relevant things we can discuss on this topic than arguing the justification for one word. :)
Then they probably would use something softer.