We fear ISIS because it is composed of supremacists who view Christians, Jews. atheists, yazidis, Kurds, to mention a few, as undeserving of life. Cartels, who do kill in a similar horrific manner, do so in the pursuit of money. However bad that is, we can at least rationalize it. ISIS, on the other hand, is motivated by hatred and emboldened by their religion's frightening supremacist aspects. Lastly, "western bigotry" is quite a sweeping generalization and considered bigoted to many in the westerners referred to.
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