Should We Stop Using War Metaphors in Business?

A recent Forbes article "pleads for a cease-fire in business-as-warfare advice."  The article accurately reports that the preponderance of popular books and articles on business use warfare and military metaphors and analogies.  Why?  What is it about business that urges this way of thinkiing?  Is there a cost to this mental model?  Is there another way to think about business?  What about an "exchange of value" approach that doesn't expect to "crush" the competition, but expects to delight the customer?  Didn't we talk about this stuff in the eighty's?