It's not about being a coward, it's about being effective. Their social structure enables them to behave in that manner, and as such it's simply a means to an end.
I'd think it would take some major balls (or drugs, or brainwashing) to blow yourself up.
Most importantly, how we perceive actions of radical Islamists is vastly different from how other Muslims perceive them. It's easy to write off behavior that we don't connect with as simply crazy, and in doing so we loose sight of what's really going on.
-spence
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